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.
