Reinventing a legendary agency's own medium

For the first time in its history, the storied agency has created an in-house medium in which its photographers publish large-scale projects with no editorial limits. Eighteen months of work to prepare and finance the project, then six months of support to put in place what is a historic move for the organisation.

#1 Audit
A series of meetings to take the pulse of the organisation and understand the client's ambitions and constraints
Written solutions and successive rounds of feedback to sharpen the proposal

#2 Research
Extensive research in the agency's archives to arrive at a strong concept
Analysis of the figures and drafting of a business model to size the need
The concept chosen: the distros, an original way of distributing images invented by the agency and used before the digital era
#3 Creation
Working with the Magnum teams to build an economic model
Writing a business plan
Defining the offer, then a communications and distribution strategy with the Magnum teams
Creating the new publication with a creative director close to the agency

#4 Business model
The agency has the finest photographers in the world, untapped archives, wide visibility and many collectors waiting for products
We structured an original economic model built on a collectors' club conceived entirely by the house: the Magnum Collector Cooperative, which brings patrons into the project
#5 Manufacturing
Drawing up the publication's technical specification, then supervising production
Design and manufacture of a collectible object — the MCC 2025 — offered to the project's patrons and club members at €1,200–1,700. In the first year, 47 collectors took part in the fundraising that financed the publication

#6 Project management
End-to-end oversight of the whole engagement
Input on packaging, on the various events and on the patronage strategy