Setting a future-now narrative meant that our Bureau had take the pulse on a particular issue of concern, condensing insights from the industry, and posing a question for further rumination. Through deliberate design of the copywriting approach, the readers of the magazine were led to think deeper on issues pertaining to the latest technology like the qubit, or ensuring that green (sustainability) was done with black (profitability) and not red (losses), amongst others.
Most luxury magazines end up becoming “adverlogues” (advertising catalogues), replete with luxury brand ads and nothing more than just monologues about the well-heeled lifestyle. The magazine was looking to brand itself apart from the competition from luxury-featuring to agenda-setting.
Working thematically with the magazine’s editorial calendar, our Bureau had to develop and handle copywriting duties across a series of thought leadership articles that would inject fresh perspectives related to each issue’s theme.