IHT adopts a more visual style with Europe and Asia initiative

The International Herald Tribune is launching an advertising campaign that aims to raise the newspaper’s profile across Europe and Asia.

The International Herald Tribune is launching an advertising

campaign that aims to raise the newspaper’s profile across Europe and

Asia.



The work has been developed by Bagshawe Leahy Creative Communications,

which beat the incumbent, Willox Ambler Rodford Law, in a recent

pitch.



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!

spelt backwards.



The letters IHT, the shortened form of the paper’s name, are

highlighted.



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

retained.



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

Warburton.



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.



Topics

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Why creative people have lost their way

What better way to kick off the inaugural issue of Campaign's monthly print offering than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).