IHT to line up seven agencies in rethink of creative account

The International Herald Tribune is reviewing its advertising - a move which may see an end to its famous line, ’The world’s daily newspaper’.

The International Herald Tribune is reviewing its advertising - a

move which may see an end to its famous line, ’The world’s daily

newspaper’.



The account has been handled for the past five years by Willox Ambler

Rodford Law, the agency which originally created the line and

positioning for the paper, and which has since run on television and

press campaigns across Europe.



The agency is repitching for the account alongside six other UK and

European agencies.



The review has been prompted by a number of changes at the paper,

including its attempt to expand the brand globally with new print sites,

the move of its headquarters from Paris to the UK and its appointment

last year of a new chief executive, Peter Goldmark.



It has also appointed a new international marketing director, Ian

Walthew, who previously had a business development role, and a new

creative and communications manager, Piers Warburton.



Walthew and Warburton are heading up the pitch which is taking place in

the next few weeks.



The paper wants to raise its stakes in the battle to boost its

readership among the world’s commercial and political elite.



It is positioned as a paper covering diverse subjects rather than solely

as a business newspaper like rivals the Financial Times and The Wall

Street Journal.



’We were the first truly international paper and we want to stress that

idea more compellingly to a wider audience. The review is part of our

global expansion plans. We are already making inroads in new markets

such as Asia, where we are the fastest-growing title,’ Warburton said.



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