WE BRING MORE STYLE TO MEN S LIVES 360 - Condé Nast Germany
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360° WE BRING MORE STYLE TO MEN´S LIVES
I NHALTE » INHALTE 1. GQ 360° 2. Touchpoints 3. Best Cases 4. Commercial Moments
"Life confronts us with our destiny, but it
is our decision how to deal with it. GQ
represents a gentleman's attitude -
contemporary, but based on eternal
values. What this means for us is to
accept the changes and challenges,
even the problems of our time, and not to
necessarily seek a simple solution, but
rather an elegant one. We believe in the
good, and what is truly good will always
be beautiful.”
ANDRÉ POLLMANN
Chief Creative Director GQ
GUI DE I N A GLOBAL
V UCA WORLD
We decipher current trends* and their significance for the GQ
community.
New Masculinity
Mindfulness
Diversity
New Mobility
Sustainability
* Trends apply in all areas of the male world, from fashion and relevant social issues to
daily business
4
S TYLE CURATOR AND
COACH
Lean forward! Code word self-tuning:
We show and discuss the latest methods and trends to
become more successful in everything that makes life as a
modern gentleman: life hacks for a confident and confident
self.
Fashion Guides
Culture & spirit of the time
New Work
Fitness 2.0
GQ Academy
Grooming Guides
5
ACCES S TO AN I CONI C
WORLD
Lean back! GQ is a door-opener to the world of luxury and
desire.
PEOPLE
Iconic role models, new masculinity, influencers from all
areas from science to culture
PLACES
The best hot spots in the world, and yes, that includes your
own home! #NewLuxury
PRODUCTS
The most desirable items /
Gadgets / Must-Haves
6
The GQ p roduct p ortfolio …
…creates access to our most important CNX competencies … with these GQ services
MEDIA
CREDIBILITY RELEVANCE
EXPERIENCE
EDUCATION
EXPERTISE NETWORK
CONSULTING
7
GQ KEY PEOPLE
André Pollmann Johannes Patzig Michalis Pantelouris Joko Winterscheidt
Chief Creative Director Head of Editorial Stellv. Chief Creative Director Chief Curiosity Officer
8
GQ KEY PEOPLE
Constantin Herrmann Jana Meier-Roberts Tobias Frericks
Executive Director Commercial Content Head of Experience Design Fashion Director
9
Inform, perform, enjoy!
GQ is a unique and entertaining
platform for the modern man.
We discover trends*, and classify
them
– with clear positioning
– for all kinds of lifestyles
– following the spirit of the times
» Bilder anpassen
» Vorstellung
Constantin mit Simon
besprechen * Trends are valid in all sectors of the male world – from fashion through relevant social
issues to daily business
10TARGET GROUP
The GQ reader is…
24-45 years old
Performer and self-optimizer
Open-minded and interested in new things
Urban (as an attitude towards life)
Well-educated
In the middle of professional life
Enthusiastic about beautiful things (products and
experiences)
11Tom Wlaschiha
NETWORK & V I PS
Orlando Bloom
Janin Ullmann
August Wittgenstein
Magic Fox
12Serge
NETWORK & V I PS Gnabry
Benjamin Melzer
Clemens Schick Kelvyn Colt
13
Justin O‘SheaRELEVANT REACH
Magazine
Print achieves relevant contacts and, with original content
and stimulus, provides long-lasting effects to the target group.
Total circulation: 79,368 issues*
Reach: 0.52 million readers per edition**
Website & Mobile
Digitally, GQ has all facets of the brand in play and creates a
360-degree experience.
Unique User : 1,36 Mio.***
Newsletter recipients: approx. 81,000****
Social Media Follower*****
138K 84K 4K
78K 9K
Source: *IVW 3-2019; * *AWA 2019 (Basis German-speaking
population from the age of 14) *** AGOF October 2019 ****
14
internal measurement ***** As of November 2019CONTENT UNI V ERS E
Inform
Whether we are talking about business culture and global
megatrends, body and mind, mobility and technology, or
a stylistically confident appearance – we are the
compass, compendium, and trend counsellor.
Perform
We boost the inner and outer man with a smart mix of
fashion, beauty, fitness, and mindset/bio-hacks
accompanied with tutorials, videos, and Insta-stories.
Enjoy
Aesthetics and high-quality pleasure are part of our DNA.
This includes great, top-notch fashion shoots as well as
entertainment, food, and bar culture.
15FAS HI ON
16PEOPLE
17B EAUTY
18WATCHES
19
19MOB I LI TY
20CONTENT U NI V ERS E
Inform Perform Enjoy
»v
Business New Bar
Inspiration Lifestyle Work Culture
»v
Fashion Fitness Series
Engagement Tutorials 2.0 Guide
»v
Celebrity News Must-Haves Hot Spots
Discovery
21TOUCHPOI NTS
Products
22S TRONG B RANDS AS PART OF THE COMMUNI TY
23TOUCHPOINTS
24TOUCHPOI NTS
THE MAGAZI NE
GQ brings more style to men΄s lives.
Print achieves the perfect connection: entertaining, inspiring,
and informing 0.52 million readers* while establishing
awareness of and interaction with the editorially and
commercially integrated brands.
The high value and quality of the content provides a special
experience for the readers and makes it a haptic experience
by means of Ad specials with enhancements, sachets, testers
and samples.
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*AWA 2019 (Basis German-speaking population from the age of 14)
26LI NE EXTENS I ON
The GQ Line Extension GQ STYLE supplements the magazine with a
fashion and style guide which is published twice yearly (spring and
autumn) as a special edition.
In unique quality, the “Fashion Bible” presents fashion trends,
collections, and must-haves for the coming season, exclusive
interviews with decision-makers and creative spirits from the
fashion world, and sensational photograph productions with
celebrities.
GQ Style is also present in kiosk distribution in leading fashion stores
and showrooms in the German-speaking regions. Thus, the retail
sector also uses GQ Style as an informative and entertaining style
guide for its customers.
GQ Style is 100% fashion!
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27S UPPLEMENTS
The GQ supplements complete the magazine with theme specials
which entertain the reader, inspire, and supply the most important
information about products and their creative added value. GQ
Business focusses exclusively on topics to do with business life. GQ
Luxury brings luxury experiences in travel and pleasure closer.
Timeless classics or modern statement pieces from the world of
watches are to be found in GQ Watches.
04/20 GQ Business*
07+08/20 GQ Luxury*
10/20 GQ Business*
11/20 GQ Watches*
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*Edition EV & Subscription total
28WEBS I TE
The GQ website is a unique and entertaining platform for the
modern man which is visited monthly by up to 1.2 million
Unique Users*.
GQ deciphers current trends and their significance for the GQ
Community.
GQ is style curator and coach and helps its users to refine their
own lifestyle and thereby achieve a more successful, self-
confident I, as well as a holistic work-life/life-life balance.
Whether during travel in foreign places, on the way to work, or
just enjoying leisure time – the mobile use of GQ is particularly
high with 74%**
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• AGOF digital facts 2019-10
29
** Google Analytics 2019-10NEWS LETTER
The newsletter provides the GQ user with interesting topics every
week, such as fashion, beauty, lifestyle, and technology. A stable
distribution group of approximately 81,000 newsletter subscribers
has been achieved.
Opening rate of up to 26%**
There is the possibility of booking a customized newsletter, with an
individually created Design & Call to Action.
Mobile optimized.
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*Own measurements
30
**Best Performer Newsletter 2019I NS TAGRAM
With approximately 83,000 followers* and a monthly reach
of 10.3 million content impressions* (of which 0.96 million
are story impressions*) the GQ Instagram channel is
particularly popular.
The native social media product Insta Story Read offers the
highest authenticity with an exit rate of 4%*.
Further advantages of GQ Instagram:
High advertising acceptance
Brand-safe content area
Measurable and improvable
Focussed and intelligent targeting
Products are inter-combinable
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*Own measurements. As of November 21, 2019
31FACEB OOK
With 138,000 Facebook followers* GQ reaches up to 5.1
million users on Facebook* and manages to generate
311,000 interactions*.
The GQ Facebook content is the perfect daily digest – the
everyday medium that sends out all the newest topics via
news stream with optimal linkage to further content on the
website.
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*Own measurements. As of November 21, 2019
32PI NTERES T
GQ helps the users on Pinterest to plan their daily decisions for
special events and moments in life. With mood boards on
fashion trends, streetstyle, food and drink, hairstyles for men,
cars and motorbikes, and fitness, GQ can address these
planning questions in a way that appeals specifically to this
target group.
Impressions: 679,63 Tsd.
Interactions: 22,66 Tsd.
Link clicks: 1.735
Followers: 3.000
Pinterest is a particularly sustainable platform as the content
remains on Pinterest and generates an increasing number of
accesses over a longer period.
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Own measurements. As of November 21, 2019
33YOUTUBE
The YouTube channel visualises the GQ content in elaborately
produced moving image material that achieves up to 2.8
million views*.
From GQ Men of the Year, through New Masculinity and
interviews with internationally renowned actors to behind-the-
scenes material from celebrity photo shoots and fitness videos
by well-known personalities from sport, the user can find the
whole world of GQ on YouTube.
For clients, we offer the possibility of high-quality product
stagings and the production of perfectly attuned content
with productions from Condé Nast Studios. Native video
formats offer clients the possibility of positioning themselves in
a highly authentic way within the content and having their
story and product information translated perfectly into the
language of the GQ target group.
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*Best Performer: https://www.youtube.com/watch?v=RxMLLzV_bSA
34PEOPLE
GQ GENTLEMAN
Every year, GQ curates from the GQ readers and users the GQ
Gentleman – the man who embodies GQ like no other.
We offer the main partners of the GQ Gentleman, and also
partners of other branches, to use the winner for their storytelling.
The GQ Gentleman presents the partner’s products within a
native story in a photo or video shoot, produced in high quality by
Condé Nast.
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35S PECI AL ACTI V I TI ES
GQ sees itself as a platform for members of a cosmopolitan
target group who want to find their true and self-confident I
and also their personal style.
At exclusively organized events, the guests are immersed in
the GQ world, discover, experience, and interact with the
participating brands and can exchange views with the GQ
community.
Through diverse content production via all accompanying
GQ channels, we make the events an interregional,
sustainable experience, which additionally enlarges the circle
of participants and creates clearance impulse buying.
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36S PECI AL ACTI V I TI ES
GQ celebrates fashion!
On the occasion of the Berlin Fashion Week in January, the
style magazine GQ sends invitations to the most important
fashion get-together. The GQ STYLE NIGHT combines fashion,
music, drinks and party. Be part of GQ! Be part of the party!
We offer our partners the opportunity to present themselves in
style at the event as sponsors.
Become part of this event and share with us the large-scale
360-degree presence in the heart of the capital!
January
Berlin
surprising Location
300 to 400 guests
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37S PECI AL ACTI V I TI ES
A unique award for the best men’s beauty products from the
GQ editorial team with the Care Award in seven categories.
Additionally there will be the nomination of an audience prize
by GQ readers in the framework of a competition.
A triumphant finale will be the high-visibility award-giving get-
together with a jury made up of celebrities in the framework
of the Dinner for Winner on May 13, 2020, the eve of the
Duftstar, in a stylish ambience in Düsseldorf.
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38S PECI AL ACTI V I TI ES
With the GQ Academy Experts workshop, exclusive partners
have the opportunity to present their brand in a unique way
and to make it experienceable for a select audience.
Whether GQ reader, B2B partner, client or employee. In
creative and exclusive coaching sessions, the participants are
given the opportunity to access an incomparable GQ
experience of lasting value.
The content and the dates of the GQ Academy Expert
workshop can be structured individually around the
requirements of the partners. The GQ Academy Mentor is, in
addition to other GQ experts, the GQ Co-Chief Creative
Director Constantin Herrmann, who will lead throughout the
sessions.
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39S PECI AL ACTI V I TI ES
In 2020, GQ will be looking for the GQ Gentleman of the year
for the seventh time. A man who perfectly embodies as no
other the GQ spirit, and who will be the face of the German
GQ for one year!
We offer our partners the opportunity to present themselves
throughout the year as sponsors within the GQ brand world in
print, digitally, and at the live event.
Be part of this cooperation and share with us this large-scale
360-degree presence!
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40S PECI AL ACTI V I TI ES
Every year, GQ honours with the “GQ Men of the Year” award
exceptional personalities from the international and German
show and music business as well as from social, economic,
sport, culture, and fashion sectors.
The award-giving is one of the biggest and most glamourous
events in Germany and is increasingly gaining in international
renown.
• Komische Oper, Berlin
• 850-900 invited guests
• International and national award-winners and laudators
such as, among others, Lewis Hamilton, Sharon Stone and
Hape Kerkeling.
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41CUS TOMER TOUCHPOI NTS
Your product – staged 360 degrees by GQ.
Co-branding recommendations by GQ on all GQ channels:
1/1 or 2/1 page in GQ
Online advertorial at gq.de
Insta-story social read @gqgermany
Co-branding through Visual Merchandise at PoS
Branch exclusive presence per edition
Design and layout in the GQ Look and Feel
Design of the POS material by GQ
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42B ES T CAS ES
CAS E S TUDI ES
Mercedes-Benz HUGO BOSS Ralph Lauren
Digel; Ferragamo Cupra Bugatti
443 6 0 ° B est Case
Mercedes Benz
OBJECTIVE
Positioning / Announcement of the new CLA Coupé within the
target group: young, urban, creative, mobile, digital.
SOLUTION
Matze Hielscher (“Hotel Matze”, “Mit Vergnügen”) and Rick Okon
(“Das Boot”, “Tatort”) explore Munich on a road trip of a different
kind and talk about creativity, profession, and inspiration.
The CLA Coupé is the discreet city guide which pilots the two to
the best highlights.
COMPONENTS
ADVERTORIAL
VIDEO
CO-BRANDED
PROMOTEASER NEWSLETTER
ADBUNDLES
YOUTUBE INSTAGRAM FACEBOOK
. ADS VIDEOADS VIDEOADS
453 6 0 ° B est Case
Ralph Lauren
OBJECTIVE
To create awareness for Breuninger as a retail partner in the
German market with a distinctive product selection from
Ralph Lauren. To express brand values in connection with
high-profile protagonists.
SOLUTION
360-degree digital campaign with Daniel Brühl, Felicitas
Rombold-Brühl, and the brothers Toni and Niklas Garrn in the
form of photo and video assets dealing with the topic
“family”.
Styling by Vogue / GQ editorial team.
COMPONENTS
ADVERTORIAL VIDEO INSTAGRAM FACEBOOK
GQ & VOGUE ADS ADS
463 6 0 ° B est Case
Cupra
OBJECTIVE
To create awareness for CUPRA as an independent brand in the
framework of the annual SEAT Snow Camp Challenge.
SOLUTION
In the course of making the film, three different looks are staged
together with the two vehicles in a fashion shoot adapted to the
target group. GQ and SEAT show how men can combine the
styles properly and what fashion pieces are imperative. With the
three differently interpreted looks, a high-quality and emotionally
charged fashion shoot is carried over into the world of
automobiles.
COMPONENTS
ADVERTORIAL PROMOTEASER NEWSLETTER
VIDEO
INSTAGRAM FACEBOOK
CO-BRANDED VIDEOADS VIDEOADS
ADBUNDLES
YOUTUBE
ADS
47COMMERCIAL MOMENTS
Monthly
(Double edition 07/08) Year-round
Jan Feb Mär Apr Mai Jun Jul Aug Sep Okt Nov Dez
According to customer
requirements
48You can also read
