Newsworks
From Selling Advertising to Selling Journalism
Case Study
Industry:
- Media and Entertainment
Services:
- Brand positioning and purpose
- New business and marketing narratives
- Product and message architecture
Why?
Newsworks, the industry marketing body that represents the UK’s news publishing brands, suffered from a paradox: audience reach was consistently strong, but amongst Government, advertisers and audiences the perception was one of decline. It was becoming essential to reset perceptions.
What?
After extensive internal consultation, we built a strategic plan built on a shared purpose for the industry.
We then used this aligned purpose to create a shared marketing plan, and accelerated digital audience roadmap, and a revised structure for the industry body itself.
How?
We built a new narrative for Newsworks, creating a unifying call to arms around the value and power of journalism.
The resulting ‘Journalism Matters’ marketing plan played out across social content, conferences, thought leadership and stakeholder engagement.