The Wall Street Journal (WSJ) has tapped The&Partnership to craft the news brand’s first Canadian ad campaign.
The&Partnership is the global agency of record for The Wall Street Journal. Last year the agency oversaw the paper’s first brand marketing campaign in almost a decade with the launch of “Make Time.”
There was not an RFP for the new Canadian work. The&Partnership Canada president Christopher Andrews told Marketing the paper’s decision to go with the agency in Canada is a “testament to the great work we’ve done together in the U.S.”
“Our experience with [the WSJ] and the great results we’ve had over the last couple of years made it a natural fit for us to continue that work here,” Andrews said.
Set to launch this fall, the WSJ‘s first Canadian campaign will include both digital creative and content marketing. The paper also plans to host a series of events in Canada including lectures and Q&As, much like its “CEO Council” events in the U.S.
The campaign will be national in scope and launches in the fall to coincide with the U.S. election, a hot-button issue that has attracted attention north of the border, said Andrews.
WSJ has strong brand awareness in Canada, he said, and is now looking to increase its Canadian subscriber base.
There is not currently a Canadian print edition of the paper, though WSJ does sell ad space to Canadian advertisers via its digital edition.
Suzi Watford, CMO at WSJ parent company Dow Jones & Company, said in a release that the WSJ is advertising in Canada because the country is “known for its global leadership across so many important industries, from financial services to biotech to energy, and beyond.”
“We see a tremendous opportunity for The Journal to further engage Canada’s business leaders and to help fuel their ambitions,” she said.
Media responsibilities have not yet been named for Canada. The&Partnership handles media for the paper in the U.S.
