Categories: OLD Media Moves

Bloomberg Businessweek ad campaign to promote new Europe edition

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.

Chris Roush

Chris Roush was the dean of the School of Communications at Quinnipiac University in Hamden, Connecticut. He was previously Walter E. Hussman Sr. Distinguished Professor in business journalism at UNC-Chapel Hill. He is a former business journalist for Bloomberg News, Businessweek, The Atlanta Journal-Constitution, The Tampa Tribune and the Sarasota Herald-Tribune. He is the author of the leading business reporting textbook "Show me the Money: Writing Business and Economics Stories for Mass Communication" and "Thinking Things Over," a biography of former Wall Street Journal editor Vermont Royster.