The Wall Street Journal Wants You to ‘Make Time’ to Read its Content

By Erik Oster Comment

The Wall Street Journal has launched a global campaign, urging readers to “Make Time” for the paper, created by agency The&Partnership.

Enlisting will.i.am for its initial effort, the campaign aims to show how even the busiest of readers make time for the paper in order to stay on top of the business community. In the spot, a busy will.i.am tells an associate he’ll be right back as he escapes to a quiet room and reads The Wall Street Journal on a tablet. “I don’t have time to read The Wall Street Journal,” he says. Text appears on screen reading, “People who don’t have time make time to read The Wall Street Journal.” If will.i.am can “make time” for the paper, the spot seems to suggest, surely you can too. The campaign will run through June and will feature such other celebrities as designer and philanthropist Tory Burch and SAP CEO Bill McDermott.

“This campaign highlights the value of making time to read the Journal, no matter how busy people are,” Suzi Watford, chief marketing officer of Dow Jones, told The Drum. “It also confirms that subscribing to the Journal puts you in a community with other ambitious people who prioritize being at the top of their game. Our subscribers are in very good company.”

Credits:

Agency: The&Partnership NY

Executive Creative Director: Isaac Silverglate

Head of Art: Dan Beckett

Creative Director: Hemant Anant Jain

Associate Creative Director: Ronnie Lee

Designer: Johnny Por Taing

Copywriter: Patrick Regan

Art Director: Jerome Leclere

Head of Production: Dana May

Producer: Shami LaCourt

Project Manager: Jenny Crespo

Group Account Director: Nathan Stewart

Account Director: Ryan Colet

Planning Director: Veronica Thew

Production

Production Company (TV/Interviews): Gorgeous

Director: Tom Carty

DOP: Adam Frisch

Executive Producer: Eriks Krumins

Line Producer: Jan Wieringa

Production Company (Interviews): MAD Pictures

Director/DP: Adam Donald

Executive Producer: Rebecca Rose Perkins

Editorial: Final Cut

Editor: Sonejuhi Sinha (TV)

Editor: Geoff Hastings (Interviews)

Executive Producer: Lauren Bleiweiss

Offline Producer: Weston Ver Steeg

Color: Color Collective

Colorist: Mike Howell

Color Producer: Claudia Guevara

Online: Significant Others

Flame Artist: Dirk Greene

Online Producer: Alek Rost

Audio House: Heard City

Engineer: Keith Reynaud, Dan Flosdorf

Photographer: Brigitte Lacombe

President, Lacombe Inc. Janet Johnson

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