"Conservative newspaper the Daily Mail enlisted a top creative agency to help position it as a 'powerful positive force'. Many titles are embracing marketing to sell subscriptions and alter perceptions, but the 124-year-old title's efforts inspired a bit more attention. The paper's detractors, to put it kindly, made sure I knew how difficult a brief the agency had. Expletives were shared. Some questioned why the newspaper was even 'platformed' by The Drum. It's a brand that stirs strong emotion..."
"Allan MacCaskill, marketing director of Mail Newspapers, made the bold admission that his team has historically let down editorial and is shifting from promotions to highlight its campaigning journalism. "Whatever you say about the Mail, it does do amazing things," he said."
Conservative newspaper the Daily Mail enlisted a top creative agency to position itself as a 'powerful positive force.' The campaign shifts emphasis from promotional activity to highlighting campaigning journalism after an admission that marketing had historically let down editorial. The repositioning provoked strong reactions and criticism, including questioning of why the title was platformed and expletive-filled responses. Owner DMGT is contending with steep declines in newspaper advertising revenue, down 69%. New ad agency St Lukes will listen to the market and inform product development. Separately, TikTok faces geopolitical and privacy scrutiny and possible national bans, even as youth-driven short-form content remains popular with consumers and brands.
Read at The Drum
Unable to calculate read time
Collection
[
|
...
]