Hearst Netherlands launches Hearst Agency

By

Shomara Roosblad

Published
Sep 12, 2018

Hearst Netherlands, publisher of Vogue Nederland, Elle, Glamour and Jan to name but a few brands, has transferred all of its branded content activities to its newly launched Hearst Agency.

The agency launched on 1 September and is headed by former Cosmopolitan editor-in-chief Anne Marije de Vries Lentsch. The creative content consultancy unit falls under the responsibilities of publishing group director Marscha Krouwel.

The publisher said that with the launch of the agency, which is debuting in the Netherlands following a pilot period in the United States and England, it wants to send out a clear signal: all editorial assets; editorial skills, strong brands and content intelligence are used to optimize the quantitative impact of its campaigns. The Hearst Agency method consists of merging data with content innovations, utilizing content insights, audience expertise, targeted creativity, and lastly, consulting and concept development.

The publisher said that by using these tools, Hearst Agency is able to offer creative content intelligence to its advertising clients.

Hearst Netherlands is part of New York City-based Hearst Corporation. In October 2017, Hearst Netherlands reached an agreement to take over the Dutch branch of Gruner + Jahr Media. Prior to the takeover, Gruner + Jahr media Netherlands published print and digital editions of brands such as Glamour, Vogue, Jan, National Geographic and Quest, as well as Custom Content (Holland Herald for KLM airlines) and Designer Vintage. Following the acquisition, these brands and all other activities have become part of Hearst Magazines and are now published by Hearst Netherlands. Hearst Netherlands is market leader within the domains of millennials, men's and luxury.