The old lady is wider than expected
Publicis, a publishing advertising agency, is launching its first-ever umbrella campaign for the NZZ media group.
Publicis launches its first umbrella campaign for the NZZ media house. Founded in 1780, the Neue Zürcher Zeitung has developed into a modern media company with a wide range of products. Today, NZZ is synonymous with a media house with great journalistic expertise. This should be communicated. Three campaigns have therefore been running since mid-June.
The focus is on the umbrella campaign, which aims to promote the wide-ranging NZZ expertise. However, according to Lilo Altorfer, Head of NZZ Reader Market, the campaign is currently limited to print products.
The strategic core is the claim "NZZ - Intelligent Diversity". CD Markus Gut from Publicis: "The claim is intended to express the complexity of NZZ. Intelligent in content, diverse in products." The clear statement will be part of all advertising material in future. "For the first time, the NZZ brand is making a cross-product promise," says Markus Gut.
In addition to the umbrella campaign, which for the time being includes two subjects, the advertising agency Publicis has designed two product campaigns. For the Neue Zürcher Zeitung, the creatives have further developed the popular blue pencil as a visual. However, they have moved away from the sober and witty style of earlier advertising. Lilo Altorfer: "We want to appeal to our readers with warm and emotional images." The blue pencil, which has been used as a symbol since 1995, has been embedded in everyday situations. Sometimes as a conductor's baton, sometimes as a coffee spoon.
The NZZ am Sonntag surprises with a different concept. The presentation is called "Word Pictures". Text and scenery are united in a creative way. Although all three campaigns are independent, the images and their design remain connected.
The NZZ campaigns have been appearing in the most important newspapers and magazines since mid-June. The NZZ plans to launch a major poster campaign in the fall.
Christian Lüscher
The focus is on the umbrella campaign, which aims to promote the wide-ranging NZZ expertise. However, according to Lilo Altorfer, Head of NZZ Reader Market, the campaign is currently limited to print products.
The strategic core is the claim "NZZ - Intelligent Diversity". CD Markus Gut from Publicis: "The claim is intended to express the complexity of NZZ. Intelligent in content, diverse in products." The clear statement will be part of all advertising material in future. "For the first time, the NZZ brand is making a cross-product promise," says Markus Gut.
In addition to the umbrella campaign, which for the time being includes two subjects, the advertising agency Publicis has designed two product campaigns. For the Neue Zürcher Zeitung, the creatives have further developed the popular blue pencil as a visual. However, they have moved away from the sober and witty style of earlier advertising. Lilo Altorfer: "We want to appeal to our readers with warm and emotional images." The blue pencil, which has been used as a symbol since 1995, has been embedded in everyday situations. Sometimes as a conductor's baton, sometimes as a coffee spoon.
The NZZ am Sonntag surprises with a different concept. The presentation is called "Word Pictures". Text and scenery are united in a creative way. Although all three campaigns are independent, the images and their design remain connected.
The NZZ campaigns have been appearing in the most important newspapers and magazines since mid-June. The NZZ plans to launch a major poster campaign in the fall.
Christian Lüscher
