Mustoe Merriman Herring Levy is launching its debut advertising
work for TheStreet.co.uk with a fully integrated campaign that pitches
the site against its rival, FT.com.
The campaign will focus on the site’s editorial propositions of informed
analysis and breaking news and comment with attitude, with the aim of
making it the dominant business reference site in its market.
A heavyweight 96- and 48-sheet poster campaign will break on 6 March,
featuring hard-hitting headlines such as ’Share prices in newspapers are
history’, ’Takes the anal out of analysis’, ’Kick-Asset management’, and
’Footsie with steel-capped boots’.
Poster advertising will be supported by a comprehensive national press
schedule, due to break on 13 March, as well as a radio and online
Coverage of the City will be aided by advertising on tube trains on the
London Underground network and trains on the Docklands Light
’All the executions reflect TheStreet.co.uk’s unique position as an
informed and opinionated player in a market known for its lack of
personality,’ Damian Horner, the account director at Mustoe Merriman,
The site is the UK version of TheStreet.com, the American online
investment service. The UK site will have the same range of services as
its sister brand, while retaining a similar no-nonsense, outspoken
Last week, FT.com launched a press and poster campaign through Delaney
Lund Knox Warren to support a recent revamp of the business site.
The campaign is intended to move the brand beyond an online version of
the flagship newspaper. It was written by Kevin Baldwin and art directed
by Mick Brigdale. Media planning and buying is through Motive.