• by Fern Siegel , August 2, 2007

It's a marriage of form and function.

Time Inc. kicked off a new corporate campaign Tuesday titled "Trusted Connections," which pairs its magazines with four top media executives: John Lisko, executive communications director, Saatchi & Saatchi LA; George Janson, managing partner, director of print, mediaedge:cia; Robin Steinberg, senior vice president, director, print investment and activation, MediaVest; and Andrew Swinand, president, chief client officer, Starcom.

The campaign touts Time's ability to reach 107 million consumers across different platforms: magazines, Web sites, TV, radio, mobile and events. "Trusted" will run through November in various Time Inc. properties--print to online to outdoor.

There are four different executions of four-page inserts. The inside spread features a black-and-white portrait of one of the media pros opposite a sheet of stickers with humorous blurbs, such as "Gets office romance tips from Fortune." Remove the sticker and a fact about a company title--People has an audience of 42.4 million--is revealed.

In the first insert, a "Hollywood hair, courtesy of InStyle/mobile" sticker is slapped on Steinberg's photo. All four participants chose the magazine they are paired with. "These fabulous executives have always had star status in our world," says Stephanie George, executive vice president, Time Inc. "This was a chance for us to have some fun together, while celebrating the power of our magazine advertising."

The back cover of the insert sports 35 Time magazine logos and hopes to drive traffic to TrustedConnections.com. The Web site offers media kits, stats and a contest to create brand stickers featured in the last flight of the promotional effort. The creator of the winning sticker gets a new iPhone.

The campaign, conceived in-house, will also run on taxi tops and in Times Square.