In recent months, a growing number of premium publishers have unveiled ambitious, expensive brand marketing campaigns, splashing bespoke creative across digital, social, and physical channels to draw consumer attention to their companies.

More intriguingly, the vast majority of these publishers have never run such campaigns before.

In January, Hearst Corp. announced its first agency of record partnership in company history, selecting PMG to ideate and lead a series of brand marketing campaigns for titles across its portfolio. The project began in May with brand campaigns for The Houston Chronicle and San Francisco Chronicle, but it has since expanded to several of its other editorial brands and will continue into next year.

In September, the Condé Nast title Wired unveiled its first

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