The International Herald Tribune is launching an advertising
campaign that aims to raise the newspaper’s profile across Europe and
The work has been developed by Bagshawe Leahy Creative Communications,
which beat the incumbent, Willox Ambler Rodford Law, in a recent
The campaign, which runs across outdoor, press and point of sale, uses a
visual approach. It retains the familiar yellow branding of the
newspaper, but features black-and-white photographs with the word THINK!
The letters IHT, the shortened form of the paper’s name, are
Examples include a close-up of an ear with the caption, ’Think
Balanced’, and a shot of a thumbprint with the words, ’Think
Individual’. The line ’The World’s Daily Newspaper’ has also been
The IHT has created a virtual agency structure for its advertising.
Strategic planning was conducted by its worldwide marketing director,
Ian Walthew, and the creative and communications manager, Piers
Copy and concept development have been executed as a joint Bagshawe
Leahy/IHT function, with art direction and production by Bagshawe Leahy.
The media planning and buying is conducted by Carat International.
’The simplicity of the idea matches our wish for a visual solution
encapsulating our core proposition; a concise, balanced and
comprehensive daily briefing on global affairs,’ Warburton said.
The IHT was founded in Paris in 1887 where it is still edited, although
its marketing department is in London. It is distributed in more than
180 territories worldwide.
The newspapers’ global circulation grew 2.9 per cent in 1999 and its
656,000 readership represents a 40 per cent growth since 1996.