Bloomberg takes philosophical tack to attract readers

CDP uses enigmatic images and philosophical quotes in its first work for Bloomberg since winning the European account in December.

CDP uses enigmatic images and philosophical quotes in its first

work for Bloomberg since winning the European account in December.



The information service is initially targeting business people with the

five new press ads, aimed at widening its appeal. Bloomberg originally

provided financial information to City traders, but has extended

services to include general business information via a television

station, the Internet and magazines.



The first execution features the anonymous quote, ’If you keep informed

about everything, you don’t have to worry about anything’ above a

picture of three men disguised as trees. The fact that each is peering

through binoculars illustrates the extreme lengths to which some people

go to keep informed.



In a second ad, a man is pictured doing the impossible by walking along

the side of a wall. A quotation from Harry Emerson Fosdick says: ’The

world is moving so fast these days that the man who says it can’t be

done is generally interrupted by someone doing it.’ Each execution in

the campaign ends with the line, ’Be in the know.’



The work was created by Noel Hasson and John Cook with photography by

Geof Kern and typography by Mark Osborne. Media is being handled by New

PHD with a mixture of bought space and contra deals.



The work will run in financial titles and papers such as the Times and

the Independent on Sunday and has already appeared in France.



Simon Myers, CDP’s deputy managing director, commented: ’These ads

broaden Bloomberg away from its very specific City audience to more

general business people.’



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