InfoWorld | L.A.S.C. | Ray & Berndston | Tragon | ConAgra Foods

Halleck nurtured a consulting relationship with InfoWorld and IDG for almost 10 years. During that time, circumstances demanded that the respected publication change course twice.

Approach

In the 90s, with the millenium approaching, Halleck built a branding program coopting the future, called "The Future's Project", solidly positioning InfoWorld as a forward-looking information source. In 1999, Halleck conducted a Brand Architecture Workshop with the leadership team to reposition the publication once again. The resulting integrated program focusing on their reader, "The Technology Driver", included advertising, web-based marketing, print collateral, and direct marketing.

Result

InfoWorld has remained a solid and respected source for IT professionals in a dynamic marketplace, despite many competitors that have come and gone.