Holland Mark Breaks First Multimedia Effort For The Boston Globe, Introduces ‘Get It’ Theme

BOSTON–Holland Mark Martin Edmund’s first campaign since taking over as lead agency for The Boston Globe consists of television, radio, print and billboard advertising that carry the tagline, “Get it.”
When New England’s largest daily newspaper last November dumped Ingalls Advertising in Boston for crosstown shop Holland Mark, client executives said a new emphasis would be placed on circulation-building programs. Overall, circulation has been mainly flat both for the weekday and Sunday editions.
The two shops had previously split the business, with Ingalls as the lead agency. That agency’s last brand-building campaign featured a talking newspaper dispenser that some client executives thought was silly or talked down to its audience.
Holland Mark’s work is a radical departure, both in tone and focus, with sparse visuals and copy spotlighting the Sunday Globe’s editorial content. “They wanted to focus on single-copy sales,” said Matthew Cronin, senior brand manager at Holland Mark. “They decided the Sunday Globe had the greatest potential.”
Every week, new work will focus on that Sunday’s issue. “A new commercial each week makes [the Globe seem] that much more dynamic” and timely, like Internet news resources and all-news cable TV, Cronin said.
One TV spot touting a recent exposƒ on managed health care posed the question, “Ten years from now, what will your life be worth to your HMO?” and directed consumers to the Sunday Globe to find out. The copy runs across the screen and monochrome visuals show copies of the paper streaming off the press.
Bob Minihan served as creative director on the campaign, Amy Flanagan wrote the copy and Sandy Quatrale was the art director. The campaign will run through the spring. Spending levels were not disclosed.
The client spent more than $2 million on ads last year, according to Competitive Media Reporting.