Bloomberg Businessweek plans to launch an outdoor brand advertising campaign to promote the “personality” of the magazine ahead of new Europe edition in 2012.
Maisie McCabe of MediaWeek writes, “The creative work for the campaign, developed by Bloomberg’s internal agency, is inspired by recent stories from the magazine and each ad will contain a large photograph and one word in bold followed by a wider explanation.
“The campaign uses the themes ‘Fresh’, ‘Venturesome’ and ‘Revolutionary.’
“The ‘Fresh’ ad features a photograph of a frozen meal and explains the need for Tesco to expand its frozen food range to fulfil its US expansion ambitions.
“An adapted Johnnie Walker logo appears on the ‘Venturesome’ work. It refers to the challenge faced by the brand, to sell whisky to the cognac-mad China.
“The ‘Revolutionary’ ad contains a shot of an ice-cream cone to illustrate a story about frozen-yoghurt entrepreneurs in Egypt.”
Read more here.