8 February 2017 – Memento Francis Lefebvre, the specialist publisher of books and digital media for legal and tax professionals with more than 50,000 customers, has appointed Connexia, the Doxa Group’s data-driven creativity agency, to devise the creative concept and develop the press campaign to celebrate the publisher’s first twenty-five years in business.
The ATL campaign created by Connexia for Memento aims to convey the company’s value-based world. Memento is an elite brand in the professional publishing industry that has continued to build on its success over the years thanks to the prestige and quality of its books and services which are produced entirely by in-house teams of editors who are all experts in their field.
Connexia chose to fulfil the communication objectives and highlight the company’s strengths with a picture of a child, the aspirational symbol par excellence and a future professional.
The visual depicts a child engrossed in reading a Memento Pratico book. The picture also features the claim – “For the professionals of tomorrow” – which immediately conjures up the idea of a young adult who will keep turning to Memento books for information in the future. The creative idea illustrates the brand’s dual character of time-honoured traditions and forward-thinking.
“With the campaign created by the Vasta-Aricò creative team, Connexia wanted to give voice to and interpret Memento’s qualities as it is a reliable, professional brand that welcomes innovation and constantly grows and evolves,” said Paolo D’Ammassa, the CEO of Connexia. “As a company, Memento understands the importance of past experience while keeping one eye firmly fixed on the future. Connexia celebrates the brand’s twenty-five years of traditions by capitalising on its experience and reputation while looking towards its next development.”