• by Fern Siegel , July 14, 2022

USA Today has launched a new brand awareness campaign: “To the point.”

The Schafer Condon Carter agency created the work, targeting millennial and Gen Z readers who require news that is important and concise.

Chicago-based SCC was asked to reposition the brand in order to grow the newspaper’s digital platform. The campaign rolls out this week on USA Today’s owned media channels — site, print, social media and OTT — as well as TikTok and Twitter. Also, select markets, Atlanta, Cleveland, Raleigh and Charlotte, will feature out-of-home digital billboards in the lead up to the newspaper’s 40^th anniversary in September.

USA Today positions itself as a service to younger demos to underscore: “The point is seeing the big picture.”

“Not only do we have an opportunity to impact the bottom line by growing digital subscribers, we also have the chance to forge deep connections with the next generation of news consumers,” said Brian Hurley, SCC's president.

USA Today claims it reaches more than 100 million unique visitors each month across digital platforms, with more than 25 million downloads of its app.

SCC recently won an Emmy for its “Relentless” campaign for University of Chicago Medicine. In May, the agency, joined forces with Phoenix, Arizona, agency Kitchen Sink Studios, relaunched as Kitchen Sink Creative. The deal reflects the integration of SCC's strategic, creative and production capabilities across disciplines and client categories.

SCC serves a diverse roster of AOR clients, including Kellogg's, Procter & Gamble, Solo Cup Company and the Chicago Cubs.