McCann launches first ad campaign for the Evening Standard

The Evening Standard is launching its fightback against the London freesheets with the line "know what London's thinking".

The line, the first work from the newspaper's new advertising agency, McCann Erickson, aims to reconnect Londoners with the brand through a targeted digital poster campaign. It will comprise solus use of CBS digital screens in mainline and Tube stations in close proximity to vendors.

The first advertising in the campaign will promote the Eros card, the Evening Standard's cashless payment card system, which launched at Waterloo station on Monday this week. The campaign will go on to include messaging supporting daily editorial, features, sections and headline stories.

The Evening Standard managing director, Andrew Mullins, said: "The campaign is flexible and delivers a progressive and quality mechanic from which to build on our 'London's quality newspaper' positioning."