OLD Media Moves

WSJ launches new ad campaign

January 14, 2010

Steve McClellan of Adweek reports that The Wall Street Journal will launch a new advertising campaign next week using the slogan “Live in the Know.”

McClellan writes, “The work, created by New York ad shop mcgarrybowen, is the paper’s first major initiative since the ‘Every journey needs a Journal’ push that ran three years ago. (Mcgarrybowen also crafted that earlier campaign.)

“The new ads, which will run across broadcast and cable TV, print, online and out-of-home channels, aim to communicate the value of the information the WSJ provides in its daily coverage, stressing its ability to go beyond the headlines and sound bites of typical news outlets.

“Ads play up the WSJ’s drive to expand past business coverage into areas such as politics, world affairs and leisure pursuits — and they show how the issues of the day impact individual lives.

“One print execution, for example, is headlined, ‘Is your data showing?’ Copy discusses the ongoing societal debate about privacy in the digital age. ‘Are your rights about to be deleted?’ the ad asks. A video version will depict a couple assessing whether to post provocative ‘party pics’ on their social network page.”

Read more here.

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