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The Wall Street Journal today launches a multimedia branding campaign tied to the theme, “Live in the know.”
The work, created by New York ad shop mcgarrybowen, is the paper’s first major initiative since the “Every journey needs a Journal” push that ran three years ago. (Mcgarrybowen also crafted that earlier campaign.)
The new ads, which will run across broadcast and cable TV, print, online and out-of-home channels, aim to communicate the value of the information the WSJ provides in its daily coverage, stressing its ability to go beyond the headlines and sound bites of typical news outlets.
Ads play up the WSJ’s drive to expand past business coverage into areas such as politics, world affairs and leisure pursuits — and they show how the issues of the day impact individual lives.
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