CMOs on the power of news advertising by Edge for ThinkNewsBrands

Chris Pash
By Chris Pash | 8 September 2021

ThinkNewsBrands, representing premium news publishers, has launched a campaign to showcase the power of advertising in news featuring Australia's top marketers.

The Whole Story highlights how news advertising has helped to solve key marketing challenges in a range of brand categories including automotive, finance, e-commerce and electronics.

The campaign, created by Edge and featuring CMOs and a series of testimonial style videos, will run across the print and digital assets of ThinkNewsBrands shareholders including The Australian Financial Review, The West Australian and The Australian in addition to trade media placement.

Edge executive director, account management, Nicole Gardner: “It’s been an honour to hero the rockstars of our industry – CMOs – and hearing how they are using news to support their businesses in creative and strategic ways. Advertising in news works and this campaign shows us how.”

ThinkNewsBrands general manager Vanessa Lyons: “Despite research proving the contrary, misconceptions linger around the power and effectiveness of advertising in news.

"This campaign uses the voice of esteemed peers and colleagues to drive reappraisal of news brands within our most important audience: marketers.”

The first instalment has Nissan marketing director Geraldine Davys explaining how news does the heavy lifting allowing the brand to target the right customer, at the right time and with the right message.

In the coming months, the campaign will feature high-profile CMOs including: Marley Spoon's Kate Whitney, former Samsung CMO Josh Grace and former ANZ Bank Head of Personalisation, Group Marketing Trisca Scott-Branagan.


Client: ThinkNewsBrands

General Manager – Vanessa Lyons

Head of Marketing – Rowena Newman

Campaign Manager – Christina Brown

Agency: Edge

Motion: Harry Roth

Art Director: Callum Foot

Copywriter: Will Bassett

Designer: Sophie Millican

Senior Account Director: Alice Sherrah

Executive Director, Account Management: Nicole Gardner

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