Exclusive: Financial Review launches ‘Revolution’ communications campaign via JMK, Sydney

December 12 2011, 8:39 am | BY Lynchy | 2 Comments

AFR_352_EXTERIOR-web.jpgCB Exclusive – The Financial Review is launching a bold new communications campaign to promote its dramatic new pricing structure for print and online subscribers, and mark the beginning of a new era for the Financial Review Group.

The campaign, created by Sydney-based agency JMK, launches today with the first ever four page cover wrap in the Financial Review’s history.

VIEW THE REVOLUTION EXTERIOR WRAP

VIEW THE REVOLUTION INTERIOR WRAP

AFR_352_INTERIOR-web.jpgAFR_352_INTERIOR-2-web.jpgThe campaign is themed around the revolution that is happening across many industries and how the Financial Review, as a business, is addressing to its own challenges.

Recent management changes at the Financial Review, with the appointment of Brett Clegg as CEO, have brought with them a new approach to doing business with readers and commercial stakeholders.  The first priorities have been to address the investment in editorial and the pricing model for afr.com.

Says Financial Review Group CEO Brett Clegg: “Within our business we feel this is the beginning of a revolution and a fundamental change in our philosophy, so we created a campaign that communicates the changes in revolutionary tones, while acknowledging that all great businesses are doing just that in these dramatic and challenging times.  We have a new leadership team in editorial and commercial and we are responding to a volatile and changing market place with great conviction.

“The announcement of the subscription pricing change is undoubtedly an inflection point. We are rewarding our loyal subscribers and broadening access to the Financial Review’s market leading journalism.  Our revitalised editorial team under Michael Stutchbury’s outstanding leadership as editor in chief has generated a great sense of momentum. JMK’s ‘Revolution’ campaign really hits the mark, especially by making a connection with the need for all leading businesses to make bold changes: us and the great companies we analyse and report on each day.”