To highlight its integrated media and creative solutions, The Globe and Mail has put its latest national trade marketing campaign in the hands of its advertising sales representatives, editorial staff and agency partners.
The print and online campaign—developed by the paper’s trade marketing agency of record, Toronto-based Black—features black and white photographs of various media professionals and Globe staff members with messages on their hands.
The campaign is meant to highlight the success that the paper’s sales team has achieved in collaboration with its partners, and the quality of the paper’s editorial content, said Andrew Saunders, vice-president, advertising sales at the Globe.
“A lot of clients these days are trying to connect with their audience and drive unique experiences, and we wanted to profile that we have the capabilities to deliver on that promise,” he said.
“Our competitive set is far broader than just newspapers. We offer magazine solutions, digital solutions and experiential solutions…this is a good time to highlight the fact that The Globe and Mail is very multifaceted,” he added.
The effort launched earlier this week with two ads, one featuring Globe style expert Amy Verner, and the other with Mediaedge account manager Sabrina LaRosa.
“I want collaboration,” is written across LaRosa’s hands, above body copy that reads: “I want media partners who know how to leverage good ideas into great programs. Media partners who know what collaboration really means and who are willing to do the work that pushes the boundaries to help us meet our goals.”
The online ads drive people to the Globe’s advertising and communications portal, GlobeLink.ca, where the paper’s editorial staff is profiled and campaign case studies developed by the Globe and its agency partners are featured.
Karena Phidd, group director of strategy at OMD; MindShare managing partner Lynette Whiley; columnist Christie Blatchford and the Globe’s national account managers, Tia Kingston and Brad Hopkins will also be included in the campaign.
The campaign will run in the Globe, Marketing Magazine, Strategy Magazine, their online components, and through e-newsletters sent to GlobeLink database members, over the next year. Gaggi Media handled the buy.
