International news: Wall Street Journal begins brand campaign
By Adnews Staff
The Wall Street Journal began its first brand advertising campaign in ten years last week. The campaign, called “Every Journey Needs a Journal,” describes the ways in which the newspaper has influenced the lives of a number of well-known people in the fields of sports, entertainment, business and the arts. The creative, developed by ad agency Mcgarrybowen, makes use of photographs of each individual along with hand-drawn illustrations representing each person’s life. Print and online advertising are running in Sports Illustrated, People, Esquire, Time, Newsweek, SmartMoney, the Chicago Tribune, the Los Angeles Times, the Washington Post, Yahoo.com and AOL.com. The campaign also includes a website at <http://www.journey.wsj.com> constructed by T3. “The Wall Street Journal campaign creatively illustrates the life journeys of a diverse group of people who are icons in their fields and shows how stories in the Journal have relevance to their lives,” said Ann Marks, chief marketing officer for Dow Jones & Company, the paper’s owner. “The individual journeys are unique, often surprising and truly inspiring.”