Today the Brave has released the first look at News Corp’s new unified creative platform, Get a read on | today.
The multi-channel campaign, across TV, digital, social, OOH and radio, has been designed to consolidate News Corp’s mastheads while attracting and retaining subscribers in an increasingly challenging environment.
Today the Brave was tasked with creating the campaign platform, tone of voice and an overhaul of the visual identity – equipping News Corp’s internal agency, Roller, with a toolkit to roll out the remaining campaign executions.
"The creative platform was designed to help Australians feel empowered. By getting a read on their day, readers are equipping themselves with all the information they need to successfully navigate the world around them,"says Vince Osmond, creative partner, Today the Brave.
Focused to drive subscriptions across regional and metro mastheads, Get a read on | today, was created in light of socio-economic headwinds, giving Australians the confidence to navigate their day.
Bettina Brown, Director, consumer marketing at News Corp: "Our core objective was to communicate the breadth of content housed within our print and digital mastheads that can help consumers and subscribers navigate the current economic and social environments.
"What’s more we had nine individual mastheads to be serviced by a single brand message. This was a significant challenge. Today the Brave took a strategic approach to the creative solution and 'Get a read on today' was launched! It's the perfect brand message to house our breadth of daily content.”
Today the Brave’s founding partner Jaimes Leggett: “By consolidating the metro and regional mastheads under one creative platform, we were able to supercharge News Corp’s subscription drive. They made a brave call and it’s paying off for their brand and business.”
Since Today the Brave’s launch, the agency has worked with clients including the University of Sydney, AMP North, Coposit, Hoyts and Mercury Capital.
Founded by Jaimes Leggett, alongside Business Partner Celia Wallace and creative partners Jade Manning and Vince Osmond, the agency is led by their guiding principle of bravery, which reflects how they behave, measure and show up in the world.
Credits
Client: News Corp Australia
Director, Consumer Marketing: Bettina Brown
Head of Brand Planning: Zac Skulander
Senior Marketing Manager Brand: Rochelle Johnson
Lead Creative Agency: Today the Brave
News Corp In House Agency: Roller
Production: The Pool Collective
Photographer: Sean Izzard
CGI + retouching: Limehouse
Retouching: Sterne Creative
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