“Offbeat” generally isn’t the word that springs to mind when thinking of The Wall Street Journal. But making the Journal less “male, pale and Yale” than its perception among focus groups the agency empaneled is the kind of challenge that Wil Boudreau, CCO, North America, The&Partnership, relishes. “Opportunities are often disguised as problems,” he said. “It’s a problem that there’s no budget, or a brand is uncool. Those are potential pitfalls, but they have opportunities attached to them.”
In addition to more traditional work, The&Partnership created a farm in a shipping container for the Journal’s Future of Everything Festival. The agency’s also working on a project launching early next year called the Symphony of Ambition: When people put brainwave readers on their heads and read the Journal, the devices will create music. The&Partnership’s work has helped reverse a seven-year subscription sales decline and led the Journal to reach a membership milestone over a three-year period.
The “and” in The&Partnership illustrates its dual function as both a creative and a media buying agency, which goes against an industry trend. “I would argue passionately that media needs to be back inside creative organizations again,” said Andrew Bailey, CEO, North America.