'Globe' Takes Pulse of Boston


BOSTON Hill, Holliday, Connors, Cosmopulos has launched a new campaign for The Boston Globe that seeks to position the daily newspaper as "The pulse of Boston."

That tagline from the Interpublic Group agency here replaces the two-year-old "Your world, unfolding daily."

The effort includes video projections of the day's latest news headlines onto buildings in prominent locations throughout the city, such as the Boston Public Library's main branch in the Back Bay.

Mark Nardi and Kevin Daley served as creative directors on the effort. The client spent $2 million on ads last year and nearly $3 million through the first nine months of 2005, per TNS Media Intelligence.

The New York Times Co.-owned newspaper earlier this week launched Boston Globe Media in an effort to foster cross-marketing efforts between all Times Co. properties in New England. Richard Daniels, who had been president and GM of the paper, was named president of Boston Globe Media.

—Adweek staff report