A new campaign from Australian publishers’ group ThinkNewsBrands uses testimonials from marketing chiefs to showcase the power of news advertising.
Marketers from brands including Nissan, Samsung and Marley Spoon are featured in the campaign extension, The Whole Story, which tells how key marketing challenges in a range of brand categories have been solved.
The campaign – including bold portraiture and a video series – is running in print and digital across shareholder publications including the Australian Financial Review, the West Australian and The Australian as well as trade media.
TNB general manager Vanessa Lyons says misconceptions linger around the effectiveness of advertising in newsmedia, despite research proving the contrary. “This campaign uses the voice of esteemed peers and colleagues to drive reappraisal of news brands within our most important audience: marketers,” she says.
The first instalment – created by Edge for ThinkNewsBrands – features Nissan marketing director Geraldine Davys (above). Others due to take part include Marley Spoon chief marketing and growth officer Kate Whitney, former Samsung chief marketing officer Josh Grace (pictured) and former ANZ Bank group marketing head of personalisation Trisca Scott-Brannigan.
Edge executive director Nicole Gardner said it had been been “an honour to hero the rockstars of our industry” while hearing how they are using news to support their businesses in creative and strategic ways.