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.’