GLOBE AND MAIL CONTINUES AD CAMPAIGN WITH NEW TAGLINE
By Adnews Staff
The Globe and Mail introduces a new tagline for its 2002 advertising campaign this week. "Perspective is Everything" replaces the "Inform you opinions" tagline used in the newspaper's 2001 campaign. However, according to The Globe and Mail, the campaign continues to focus on the value the national newspaper provides its readers: reporting and analysis that puts news in perspective. Creative focuses on municipal, regional, national and international news issues with new executions following during the year. Strategy for the campaign, which includes print ads, television and radio executions, transit and out-of-home posters and videoboards, was developed in-house. The Globe and Mail used Naked Creative Consultancy of Toronto for creative and Gaggi Media Communications, also of Toronto, for media consultation. Public relations for the newspaper are handled by Environics Communications.