'Wall Street Journal' Goes Deep In New Campaign
- by Gavin O'Malley @mp_gavin, January 14, 2010
With the help of New York agency mcgarrybowen, The Wall Street Journal on Monday plans to debut a multichannel brand awareness and reader-outreach campaign under the slogan, "Live in the Know."
The campaign was created to communicate the idea of going beyond headlines and sound bites for a deeper understanding of news and events, according to Jim Richardson, vice president of brand marketing for The Wall Street Journal.
"We want to invite new readers to discover the diverse coverage The Wall Street Journal delivers," said Richardson. "The campaign highlights the breadth and deeper understanding readers get every day only from reading the Journal."
According to a Wall Street Journal representative, the paper's unique paid-content model was indeed taken into consideration during the conception of the campaign. "Yes, The Journal is a premium news product ... The campaign was designed to highlight our distinct difference to both reaffirm our customers' choice to subscribe to The Journal and invite new readers to discover our products."
Running across online, print and broadcast and cable television, the campaign is slated to run through May, and continue with updates and additional creative through 2010.
The campaign will appear online across various Conde Nast sites, Golf Digest and Harvard Business Review. It will take advantage of The Wall Street Journal Digital Network and other News Corp. properties to distribute the campaign's message, according to a company representative.
Chief Creative Officer Gordon Bowen is credited with leading the effort at mcgarrybowen.
Founded in 2002, mcgarrybowen was acquired by Tokyo-based agency holding company Dentsu Holdings in late 2008. At the time, Dentsu said mcgarrybowen ranked as the 10th-largest "independent" agency in the U.S.
Along with The Wall Street Journal Co., the full-service shop's clients have included JPMorgan, Chase, Kraft, Disney, Marriott International, Chevron, Pfizer, HP, Reebok International, and Crayola.
