ABC News.
ABC News has released its first advertising campaign created with Leo Australia, Keep Asking, putting a spotlight on the fundamentals of good journalism: rigour, relevance, courage and public interest.
The campaign pitches the ABC News as Australia’s most trusted everyday news source.
ABC News launched its independent news bulletin in Australia in 1947. ABC News Digital went live in 1997.
“Asking hard questions has never been more important, but never more at risk,” said ABC director of audiences, Milla McPhee.
“Keep Asking is a strong reminder of the role of ABC News, which exists to serve the Australian public.
“It reflects our commitment to quality journalism and the relentless pursuit of truth through asking the questions Australians need answered.”
The multi-channel campaign rolls out across TV, OOH, social, digital and radio.
“We made the deliberate choice to build sets and capture almost everything in-camera to reflect the honesty and integrity at the heart of ABC News,” said Leo Australia ECD Tommy Cehak.
“The work is direct, provocative and stripped back because, as ABC News demonstrates every day, it isn’t just about the questions you ask but also the ways in which you ask them.”
Credits
ABC:
Director, Audiences: Milla McPhee
Acting Head of Marketing: Rebecca Robertson
Group Marketing Manager, News: Natasha Nolland
Head of ABC Made: Kyle Hugall
Head of Media: Sally Phelps
Marketing Manager: ABC News: Jillian Reeves
Marketing Specialist: ABC News, Eliza Storey
Media Planning Lead: Rachel Brown
Designer: Sally Hong
ABC Made
Leo
CEO: Clare Pickens
CCO: Andy Fergusson
Executive Creative Director: Tommy Cehak
Creative Director: Stacey Karayannis
Creative Director: Michelle Walsh
Associate Creative Director: Rosie Stone
Senior Art Director: Daniel Stewart
Senior Copywriter: Tatsuki Kamekawa
CSO: Catherine King
Group Business Director: Gemma Cox
Senior Business Director: Thomas Smyth
Senior Integrated Producer: Holly De Roy
Director: James Dive
Executive Producer: Adrian Shapiro
Producer: Tessa Simpson
DOP: Aaron McLisky
Production Designer: Loretta Cosgrove
1st AD: David Letham
Photographer: Sean Izzard
Casting: Michelle Clancy at Ben Parkinson
Offline: Adam Wills
Grade: Matt Fezz
Online: Viv Baker
Sound House: Rumble Studios
Composer: Rino Darusman
Sound Designer: Tone Aston
Executive Producer: Michael Gie
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