GPY&R Sydney launches new ‘speed of a newsroom’ brand campaign for The Australian
This week The Australian launches its new brand campaign, challenging its ad agency, GPY&R Sydney, to keep pace with breaking news stories.
The Australian’s new creative executions are scheduled to run across TV, digital and static outdoor, radio, online and in-paper, and will position The Australian as the definitive source of breaking news stories, penetrating analysis and independent thinking.
Says Lisa Bora, marketing director, The Australian: “Our new campaign reflects what The Australian does best, real stories from the nation’s leading journalists on the issues that matter to our nation. The news changes every hour, every day and we asked our media agency GPY&R the question: how do we get our advertising to reflect what we do daily in The Australian? The answer – make them perform at the speed of a news room. We set GPY&R a brief that required them to change the creative according to our editorial lead and I’m pleased to say, they rose brilliantly to the challenge and the campaign hits the mark”.
Incorporating live radio reads of breaking news and talkback with leading journalists, the campaign also invites readers to connect with The Australian via email, Twitter and with RSS feeds across various digital networks.
Chris Mitchell, editor in chief of The Australian, thanked marketing director Lisa Bora for her work on the project, which is designed to showcase the depth of the newspaper’s journalism. He said the ads could be tailored on a weekly – or even daily – basis to promote the issues and individual stories the newspaper was covering.
“The ad on the carbon tax is meant to be provocative but it also shows that we go into these issues more deeply and with better journalists than our competitors,” he said.
Says GPY&R Sydney managing director, Phil McDonald: “We’ve worked with The Australian team to create a campaign that builds on the original and unique values of the newspaper. It takes a leadership position and provides a window for more readers to experience the quality analysis provided by Australia’s best journalists on a daily, even hourly basis. For the first time, an advertising campaign is launched without knowing next week’s creative.”
5 Comments
It’s the first campaign they’ve run that’s right for that brand – it is understated but it’s a clever solution.
Must be a good client in there for a change…oh… and Patts you did alright too
Hold on there. This is just a totally mimicked version of what the australian used to do some 7-8 years ago. it’s a mood board with music, only far shitter.
Whoa hold on there.
You remind me of a creative person I worked with some 7-8 years ago who has never done anything but pretends they have – only you are far shitter.
Sorry, Mr.McDonald, it’s a good campaign, but it isn’t “the first time an advertising campaign has launched without knowing next week’s creative”. Creating ads and airing them on TV and radio within hours of being briefed has been happening for decades. Retailers do it every day [look at Woolies, Coles, JB Hi-Fi etc ]. Political parties do it every election [just ask Neil Lawrence and Ted Horton]. And newspapers have been doing it for decades [just look at George Lois’ NY newspaper TV campaign in the 60’s].
Like the campaign though.
I like.
At least the paper has an interesting campaign at last. One that suits it.
Still like The Independent. It is. Are you? Love that line.