MEDIA: Burberry CEO Christopher Bailey introduced a talk by Condé Nast artistic director Anna Wintour at this year’s Cannes Lions International Festival of Creativity. Enjoy this excerpt from an exclusive interview she gave Lions Daily News’ editor Julian Newby...
The image of Anna Wintour is as instantly recogniseable as the cover of Vogue, Condé Nast’s most-prized title. And one of the things brands and marketers in Cannes will want to hear from her today is how.
How has a brand that has been in the hands of Condé Nast since 1892 survived two world wars, and changes in society so radical that the world today bears absolutely no resemblance to the world in which Vogue was born.
“I don’t have a secret. I was given some very, very good advice by a gentleman called Ralph Lauren, many years ago when I started working at Vogue,” Wintour (pictured left) said.
“I asked him what his secret was and he said, ‘Well the point is, you don’t want to be too hot or too cold. You want to be part of the conversation, part of the culture like Coca-Cola and Nike.’ And that has always stood out in my mind as exceptionally good advice. If you’re chasing the latest trend too fast, or falling to far behind, there’s a risk of no longer being what you’ve inherited. So it’s finding that balance.”
Far from diluting the brand, Wintour believes that what today’s multiplatform world has to offer can strengthen the message.
“It’s actually a fantastic time now because I think that we have so many opportunities to talk to one’s audience through so many different media, which certainly did not exist when I first came to Vogue 100 years ago [sic]. I feel that gives you all these different voices and ways to reach people – print, books, mobile, events like this one – it’s the golden age of communication.”
To continue reading more about Wintour’s thoughts on multiplatform journalism, the longevity of the iconic Vogue magazine (pictured right) as a print medium, and her philanthropic initiatives that simultaneously help those in need and the next generation of fashion creators, click here
About the author: Julian Newby is a journalist and author and speaker working in the entertainment industry. He is co-founder and editorial director of publishing company Boutique Editions. His many published personality interviews include Muhammad Ali, Tony Bennett, Robert Redford, Helen Mirren, Kiefer Sutherland, Sir Tom Stoppard, Debbie Harry and Jerry Seinfeld