[Content Marketing Awards] Medal voor Beste Print Magazine - Com&co: Agency Life magazine - Teamleader

The magazine is the next step in Agency Life's multichannel strategy. In the past 3 years, we had already successfully established different channels, such as a podcast, video series, digital channels, a growing newsletter, etc. These are delivering results, but these can't always be attributed directly to the program. By building this magazine, we created a new, very personal channel that we can use high in the funnel (eg. distribution on events), but also very low in the funnel (personal distribution to customer or prospects during the sales process). 

Content- and design-wise, the magazine is the perfect way to efficiently repurpose existing content and leverage our pan-European perspective, while also surprising our highly creative target audience with new and exclusive content and a unique look and feel.

Agency Life is our love letter to agencies. So logically, its content comes directly from within the audience: we invite agencies to discuss their challenges, question them on what keep them awake, and connect with ex-guests & industry trade associations to set the agenda. In this magazine we included the best performing topics from 3 years in 4 countries and fresh new topics, resulting in a combination of themes that resonate with our audience and broaden their perspective beyond country borders. The print format allowed us to surprise our audience (often overwhelmed with digital campaigns) and forge intimate connections.

CONTENT & DESIGN - The magazine features 136 pages of in-depth articles on business models, interviews with international guests, columns and exclusive research on the financial health of agencies. Knowing that design would be key to winning our readers’ hearts - a highly critical and creative audience - we invested over 50% of our budget into creating a unique look, with conceptual designs, AI-generated illustrations and a vibrant feel. 

RESULTS - Zooming out, the Agency Life program has fueled the growth of Teamleader Orbit since the start in 2021, with revenue rising +335%. Over 1/3 of new customers have an attributed link with Agency Life. Many more have a clear but not-visible link in digital dashboards. Zooming in on the magazine: with 2,000 magazines delivered in Belgium, the Netherlands, and Germany after a highly targeted ABM campaign, orders keep rolling in. The magazine helps Teamleader reach highly valuable target accounts, with orders from over 80 top-tier agencies. It’s a golden ticket for SDRs, helping them open doors to hard-to-reach agencies.

FEEDBACK - The feedback from within the industry is amazing, with comments like “Love the critical tone of this!” and "What an awesome magazine - I am sharing this with all my colleagues right now”. And Teamleader's VP Marketing Renata Renema is over the moon: “It's one of the greatest marketing projects we've ever done: 136 pages of deep-diving and surprising content for and from agencies in Belgium, the Netherlands, France and Germany. Can't wait for the next edition.”