In an effort to deepen its allure for moneyed luxury advertisers, Instagram is said to be working with none other than renowned creative director, Fabien Baron.
The sought after creative director, photographer, video director and former editorial director of Interview magazine, who has also held creative director titles at Vogue Paris, Vogue Italia and Harper’s Bazaar, is thought to be working with the platform on an upcoming project, sources tell WWD.
Talks are said to be well under way, beginning close to a year ago, and the project is thought to be aimed at showing Instagram as a worthy and dependable home for luxury advertisers and fashion brands.
Instagram’s push into luxury comes as traditional advertising, which still makes up a majority of revenue for major magazine publishers like Condé Nast and Hearst, continues to shrink.
A new report from eMarketer projects that this year, digital ad spending in the U.S. will outstrip traditional, growing to over $129 billion, or more than 54 per cent of the total. Facebook, which owns Instagram, is expected to account for 22.1 per cent of that spend, equal to about $29 billion of the total.
