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#Businessofbooks2018: Rosanna Boscawen Talks to PI on Branding and Forging Relationships

If you had to sum-up what you do in one sentence, what would it be?

It’s very varied: from working on consumer-facing brand campaigns like VINTAGE Summer to running campaigns for classics and film tie-ins including The Handmaid’s Tale, via working closely with independent booksellers, every day is different.

What is VINTAGE up to at the moment?

VINTAGE’s Christmas campaign is well underway – we’re focusing on really tailored recommendations for our followers to give their friends and family this year, with an emphasis on a spirit of good will and kindness. With big books including Yuval Noah Harari’s 21 Lessons for the 21st Century and Haruki Murakami’s Killing Commendatore out now, we’re looking forward to seeing them fly over the coming weeks and months. Christmas is a great opportunity to reach a new audience of readers so we are working on an extensive partnership strategy as a part of the campaign which we are really excited about.

How different (if at all) is digital communication today to, say four years ago? 

The platforms of choice have changed – where once it was Facebook now the real areas for growth are Instagram and podcasts – but the objectives remain the same: to forge a direct relationship with our readers that is meaningful, personal and relevant to them through genuine, creative, thoughtful and thought-provoking messaging.

What is best thing about your job?

Working on some of the best books around (not that I’m biased) and getting to work with a hugely creative group of people who love what they do.

What are you excited about in the Irish market at the moment?

VINTAGE has some brilliant books by Irish writers coming in 2019. I’m especially excited about Joseph O’Connor’s Shadowplay, about Bram Stoker, Henry Irving and Ellen Terry, and Roddy Doyle’s Charlie Savage, as well as a collection of Irish Classics that VINTAGE Classics publishes in May – featuring Anne Enright, Brian Moore, Seamus Deane, Roddy Doyle and Bernard MacLaverty.



Rosanna is Senior Campaigns Manager at VINTAGE and  will speak on VITNAGE’s brand identity aT #businessofbooks2018 next week, Friday 16 November. An opportunity not to be missed! Book your ticket today:

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