The Globe and Mail has launched a new ad campaign aimed at advertisers highlighting how it can help brands reach its audience over multiple mediums.
The campaign features ads by Naked Creative and is inspired by a new trade marketing platform dubbed Globe Media, built to emphasize the various ways the Globe can reach an audience for a client.
According to a Globe release, the creative takes viewers inside the homes of people in an attempt to provide a “glimpse inside moments in the life of The Globe reader,” along with the tag line “Globe Media: Where influence lives.”
“Clients are looking for better ways to leverage the breadth of our offerings–newspaper, magazines, online, mobile, social media, special reports, custom content,” said Andrew Saunders, vice-president of ad sales for the Globe. “So what we wanted to do is position ourselves as an organization that is very consumer-centric and very client-centric, which involves being platform agnostic when it comes to finding effective business solutions for our clients.”
The new campaign also reflects the internal changes the Globe has made to ensure its sales department is equipped to handle the new ways of meeting the needs of clients.
For example, just under six months ago, the company established a custom content group that works closely with the advertising department. Saunders said that specialty silos have been brought down so that the ad sales department can function as a one-stop shop for clients looking to take advantage of all the Globe’s properties.
“For us to bring incremental value to our clients, we felt we needed to reorganize ourselves to deliver on that promise,” said Saunders. “We have seen this trend over the last while, and clients want greater insight, bigger ideas, better value and stronger collaboration across the board, so it’s not necessarily a response but more of an acknowledgement of a shift in clients’ expectations and we wanted to be proactive in delivering that.”
