The Paper Issue 3low

cumming agency + studios {The Paper} your News, opiNioNs & iNterestiNg tid-bits from arouNd the marketiNg world FRee cummingagency.com copy Issue #3 Vol. 1 Case study: follow oNe of our retail CoNCept: howards storage iNtrepid photo- fab, New york world - riCh CoNteNt graphers as she Page 08 strategy explores New york Page 04 Page 06 The MosT Issue We understand that this is a busy time of year for marketers so we’ve pared this issue down to its bare essentials. We’ve included the essential, the most interesting and the most relevant articles for busy marketers. The mosT inTeresTing The mosT essenTial The mosT relevanT

2 cumming agency + studios {The Paper} hello {The Paper} is a distillation of Cumming agency’s unique p 8 perspective on engaging today’s savvy consumer. our contributors and references are some of the most insightful and enlightened thinkers on strategy, design and Culture. our big, hairy goal? to be the best 10-minutes of your day. Issue #3 Vol. 1 Welcome to the Most issue, our take on some of the most interesting and engaging issues in the marketing world right now. Online furniture retailer Fab.com used a most interesting tactic to get their message out to the street - a popup store and furniture exhibition space that opened as part of NYC x Design. You’ll see how Howards Storage World gets the most out of their content, leveraging it over almost every channel imaginable. In the article by guest contributor Sarah Mitchell, she explains the diference between brand journalism and journalism. And fnally there’s our most recent project for iconic Australian label Helen Kaminski. We helped turn their trade-focused communication 180 degrees to that of a luxury consumer-branded magazine. Tey were Most thrilled with the result! So, grab a cofee (or something stronger) pull up a chair and enjoy the read. Stuart Cumming CEO “ Creative Director p 9 {The Paper} Editor Stuart Cumming Stephen Wong Welcome to the Most issue, Photography Nathan Hendry our take on some of the most Catherine Cumming Contributors interesting and engaging issues in Stuart Cumming Stephen Wong Sarah Mitchell the marketing world right now. Stephen Wong Illustration With thanks to: bigorangeslide.com Cumming Agency + Studios 43-53 Vine St, Darlington, NSW 2008, Australia t. 02 9690 9200 cummingagency.com Printed by: Offset Alpine Printing Printed on: 100gsm Cyclus Offset 100% Recycled The Paper is produced and published by Cumming Agency + Studios. All rights reserved. Reproduction or distribution in any form (in whole or part) is prohibited without prior written permission. Cumming Agency + Studios are not responsible for the views and opinions of contributing journalists.