Redwood (BBDO) delighted Virgin Media customers through a customer magazine in the late noughties. By 2014 the format had changed into a dynamically populated multi-segmented weekly email. As a go-to editorial freelancer for the account, I wrote, subedited, and production managed in print and digital for a range of projects
The journey Redwood has taken with Virgin Media is a masterclass in building sophistication into a client's content marketing on an ongoing basis.
When I started working on the account, I deputised for the chief subeditor to control quality and send the print magazine, called electric! to press.
Fast forward four years and the output was different – a segmented email – called Virgin Media Presents – designed to up-sell existing customers to bigger and better TV packages.
The email was supplemented by print DM products such as season TV guides and sports magazines.
As well as subediting on all these products, I also took a lead role on writing several of the print products, resulting in chatting to David James about Icelandic road trips and James Nesbitt about comic book heroes.
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