Financial Review launches second phase of its revolution campaign via JMK Sydney

The Financial Review, via agency JMK Sydney, has launched the next stage of its revolution campaign with integrated print and digital work that kicks off with a four page cover wrap of today’s paper (Tuesday March 6). This stage of the campaign focuses on the overhaul and re-investment in the editorial power of the Financial Review and follows the re-pricing strategy announced in January.

Says CEO of the Financial Review Group Brett Clegg: “Since September last year we have invested heavily in editorial talent to add energy and experience across the news room. News breaking and leading analysis is now at the core of what we do.  We are aggressively tackling the issues that matter to our audience. We intend to be more bold and assertive in our coverage and commentary. So this is an editorial revolution, just as we revolutionised our pricing structure in December.”

The campaign to support the new editorial direction continues the revolutionary theme launched late last year by JMK, ‘First we revolutionised the price. Now we are revolutionising the agenda’.

Says Financial Review Editor-in-Chief Michael Stutchbury: “At the Financial Review, we are focussed on the defining issues that affect us all: from power, water, communication and other infrastructure to education, workplace regulations and productivity. From a clean environment to healthier indigenous Australians and of course to banking and finance.

“We will raise the level of debate and create an agenda that welcomes change and seizes opportunities that ultimately will shape our readers wealth, careers and investment decisions.  We’re making the changing economic and political landscape our agenda because we believe it’s the nation’s agenda.”

Visually the campaign features an illustration, in the style of a revolutionary propaganda poster, depicting some of the major national economic agendas the Financial Review will address in 2012.

The copy outlines key issues facing the Australian economy including: power, water, infrastructure, education, workplace relations and productivity.  The copy concludes by saying: ‘We’re making the changing economic and political landscape our agenda because we believe it is the nation’s agenda.  It’s time to face the challenges ahead’.