Advertising for independent, smart journalism

Robert Feder of Time Out Chicago writes about the new advertising campaign promoting Crain’s Chicago Business.

Feder writes, “On Monday, Crain’s will launch its first new branding campaign since 2008 and begin rolling out a series of ads that will appear in print, outdoor media and on radio through the fall. Featuring bold white headlines on dark red backgrounds, the first three ads say:

• Become A Former Member of the 99%.

• Contains Accelerants.

• Raising Tax Brackets Since 1978.

“‘A continued investment in our newsroom, along with our stable family ownership, has increasingly made Crain’s the primary print and online news source for Chicago’s opinion leaders,’ Crain’s publisher David Snyder told me. ‘This new campaign will help us introduce our brand of independent, smart journalism to a new generation.’

“Lisa Emerick, marketing director of Crain’s, said the campaign was created by Mitch Gordon, group creative director at Ogilvy & Mather, and Steve Silver, who left Ogilvy after starting the project and has since gone out on his own. ‘We think the ads are clever and will help re-introduce us to a group of young professionals who may not have grown up with Crain’s,’ Emerick said. ‘The message hasn’t really changed: Crain’s helps you succeed.'”

Read more here.