News Marketing Agency launches new online ad campaign by VCCP Blue
17th January 2008
The News Marketing Agency (NMA) is launching an ad campaign on 21st January, which features marketing executives in charge of top consumer brands recommending national newspapers as a brand-building medium.
The first ad sees Russell Jones, the Marketing Director of Guinness, pictured in front of stacks of national newspapers saying: "Good things come to those who build brands in newspapers."
The full-page black and white ads, created by VCCP Blue, will run in the business and media sections of The Daily Mail, The Mail on Sunday, The Guardian, The Observer, The Independent, The Independent on Sunday, The Daily Telegraph, The Sunday Telegraph, The Times, The Sunday Times and the Evening Standard.
Other brands featured in the campaign will include Baker's Meaty Meals, Garnier Nutrisse, Kraft Philadelphia, Toyota Yaris and Walkers Sensations.
The brands have all partnered with the NMA in in-market testing of brand campaigns. The campaign is designed to drive positive perceptions among business decision-makers of the strength of national newspapers in building brands. It is built on the findings from the NMA's in-market testing of brand campaigns, which has generated strong advertiser endorsement of the medium.
Maureen Duffy, the CEO of the NMA, said: "I am delighted that these marketing professionals have agreed to give such a strong public endorsement to the effectiveness of national newspapers in helping them to build their brands.
"They were all sceptical about the brand-building power of newspapers before they agreed to partner with us in in-market testing. Those tests really delivered for them, convincing them that well-designed national newspaper advertising is a vital part of a brand campaign.
"In this campaign, we are practising what we preach. We are placing high-quality creative – which has been pre-tested - in the medium that is trusted by decision-makers in business, and where they look for information and inspiration.
The full text of the Guinness ad is:
"Good things come to those who build brands in newspapers. People have high expectations of Guinness ads, but we hadn't done any effective brand-building in newspapers for a while. We needed convincing it was the right place for us. The outcome? Let's just say we were convinced. To download the case study and to see why newspapers are dubbed ‘The Attention Medium', have a look at the NMA website, It's all there, in black and white."
Details of the NMA's effectiveness testing are on the NMA website at www.nmauk.co.uk/advertisingeffectiveness