Wall Street Journal campaign shows off brand's value

Posted by Savita Sauvin on January 18, 2010 at 3:50 PM

The Wall Street Journal today launched a new multimedia brand advertising campaign titled 'Live in the know.' The cross-platform campaign will be featured in print, online, broadcast and cable television networks, aiming to show how the WSJ goes beyond headlines and sound bites to give deeper understanding and perspectives behind news and events, Globe Newswire reported.

"As the top-selling newspaper in the U.S., the Wall Street Journal is unequalled in its reach to affluent and educated readers," said Jim Richardson, vice president of brand marketing for the WSJ, in a press release. "This campaign highlights the breadth and deeper understanding readers get every day, only from reading the Journal. We want to invite new readers to discover the diverse coverage The Wall Street Journal delivers, from business news, world news and politics, to more personal topics such as wellness, personal finance and leisure pursuits."

The current economic climate is challenging, and the campaign is meant to show how the WSJ empowers people, Gordon Bowen, chief creative officer at New York agency Mcgarrybowen, which created the campaign, told AdWeek.

The campaign drives home the point that WSJ journalists "are true storytellers...The whole notion of 'Live in the know' is that information is powerful and The Wall Street Journal is the best place to gain information and knowledge on any subject to inform and inspire a better life," Bowen said.

Richardson told Adweek that following the global economic crisis, "we felt a need to create messages talking about why people need to be better informed to make better decisions."

The campaign also introduces what Richardson described as a "manifesto" that WSJ readers live by: "What do I need to know today?" The copy of one ad reads: "There are moments, when you want to know, really know. And for that you need to go beneath the headlines. Beyond the chatter. That's where we live."

The campaign will be distributed across the Wall Street Journal Digital Network and other properties owned by News Corp., and is slated to run through May, a company representative told MediaPost.

Meanwhile, the WSJ last week also launched a new interactive widget for its affiliate radio station Web sites that continually updates content from the WSJ Radio Network and other Dow Jones sources, BtoB Media Business reported.