Another Ad of the Day in The Drum!  As marketing body for the UK’s news brands, NewsWorks wanted to raise awareness amongst the London media planning community of the crucial, but often undervalued, power of context to the advertiser.

The campaign has been warmly received by both the News and Advertising industries for cleverly contrasting the reductive, superficial nature of emojis – and by extension the low quality wild-west context of digital programmatic media buys – with the power of News Brands to convey a subject with emotional depth and meaning.

Seen from this perspective, the campaign offers a timely reminder of the importance to advertisers of placing their brands in an environment that they – and their audiences – can trust  The campaign ran across digital out of home, and in both print and digital editions of nearly all the leading UK News brands.

 https://www.thedrum.com/creative-works/project/gravity-road-newsworks-it-s-time-get-real