t: 020 7212 9941e: david@loafmarketing.co.uk

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David Greene


Before David set up LOAF, he was Marketing and Circulation Director at Independent Newspapers where he worked for 10 years.

He devised the award-winning marketing and sales strategy for the ground-breaking compact edition of The Independent. Following this success, he brought a more imaginative approach to the highly-competitive world of newspaper promotions.

Through continuous innovation – including maps, posters, language and self-help courses – he was responsible for record sales uplifts for the paper and by extending these promotions over longer periods they became successful brand builders. He devised a market-leading retail strategy by building unique relationships with multiple and independent retailers so that each promotion was overseen from concept to delivery.

David started working in magazine publishing in 1985. He devised the circulation sales strategy for IPC magazines during the deregulation of the TV Listings market which resulted in IPC attaining a 51% share of the market. He instigated a number of major distribution initiatives across the IPC portfolio which resulted in an upturn in sales for many titles including Woman, Woman’s Own and Ideal Home. He developed IPC’s retail marketing strategy and introduced regular promotions and merchandising across the portfolio. David introduced a test-marketing programme which measured advertising, pricing, cover image and distribution strategy which was adopted across the IPC portfolio. He devised the circulation strategy for a large number of new launches including What’s on TV, Now, and Living Etc. He was Circulation Director across 63 magazines and was on numerous IPC executive groups.

The man credited with single-handedly enhancing The Independent’s fortunes is its marketing director, David Greene, described by editor Simon Kelner as ‘a genius’.

- Roy Greenslade, Evening Standard