360°
WE BRING MORE STYLE TO MEN´S LIVES INHALTE» 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 t h e g o o d , and what is truly good will always be beautiful.”
A N D R É POLLMANN Chief Creative Director GQ GUIDE IN A GLOBAL VUCA 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 STYLE 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 ACCESS TO AN ICONIC 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 product portfolio…
…creates access to our most important CNX competencies … with these GQ services
MEDIA
CREDIBILITY RELEVANCE
E C N E I R E P X E EDUCATION
EXPERTISE NETWORK G N I T L U S N O C
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 I n f o r m , perform, e n j o y ! GQ is a unique and entertaining platform for the modern man. We discover trends*, and classify t h e m – 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
10 TARGET 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)
11 Tom Wlaschiha NETWORK & VIPS
Orlando Bloom Janin Ullmann August Wittgenstein
Magic Fox
12 Serge NETWORK & VIPS Gnabry
Benjamin Melzer
Clemens Schick Kelvyn Colt
13 Justin O‘Shea RELEVANT 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 2019 CONTENT UNIVERSE
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.
15 FASHION
16 PEOPLE
17 BEAUTY
18 WATCHES
19 19 MOBILITY
20 CONTENT UNIVERSE
Inform Perform Enjoy » v B u s i n e s s N e w B a r Inspiration L i f e s t y l e W o r k C u l t u r e
» v F a s h i o n F i t n e s s S e r i e s E n g a g e m e n t T u t o r i a l s 2 . 0 G u i d e
» v C e l e b r i t y N e w s M u s t - H a v e s H o t S p o t s D i s c o v e r y
21 TOUCHPOINTS Products
22 STRONG BRANDS AS PART OF THE COMMUNITY
23 TOUCHPOINTS
24 TOUCHPOINTS THE MAGAZINE
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) 26 LINE EXTENSION
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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27 SUPPLEMENTS
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 28 WEBSITE
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 2019-10 NEWSLETTER
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 2019 INSTAGRAM
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 31 FACEBOOK
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 32 PINTEREST
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 33 YOUTUBE 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 34 PEOPLE 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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35 SPECIAL ACTIVITIES
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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36 SPECIAL ACTIVITIES
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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37 SPECIAL ACTIVITIES
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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38 SPECIAL ACTIVITIES
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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39 SPECIAL ACTIVITIES
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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40 SPECIAL ACTIVITIES
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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41 CUSTOMER TOUCHPOINTS
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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42 BEST CASES CASE STUDIES
Mercedes-Benz HUGO BOSS Ralph Lauren
Digel; Ferragamo Cupra Bugatti
44 360° Best 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 F A C E B O O K ADS VIDEOADS VIDEOADS
45 360° Best 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 F A C E B O O K G Q & V O G U E ADS ADS
46 360° Best Case C u p r a
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 F A C E B O O K CO- BRANDED VIDEOADS VIDEOADS ADBUNDLES
YOUTUBE ADS 47 COMMERCIAL MOMENTS
Monthly (Double edition 07/08) Year-round
Jan Feb Mär Apr Mai Jun Jul Aug Sep Okt Nov Dez
According to customer requirements
48