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ADVERTISING CAMPAIGNS

NMA brand campaign ‘Guinness’

Agency: VCCP Blue

Client: NMA

Advertisers responsible for six of the UK’s top consumer brands are backing campaign from the Newspaper Marketing Agency to promote the effectiveness of national newspaper advertising as a brand-building medium.

The campaign features the Marketing Director of Guinness, Russell Jones, pictured in front of stacks of national newspapers saying: “Good things come to those who build their brands in newspapers.”

Six full-page black and white ads have been created by VCCP Blue for Guinness and Baker’s Meaty Meals, Garnier Nutrisse, Kraft Philadelphia, Toyota Yaris and Walkers Sensations.

They will run in the quality press in a bid to drive positive perceptions among business decision-makers of the strength of national newspapers in building brand

CEO of the NMA, Maureen Duffy, said, “The advertisers were sceptical about the brand-building power of newspapers before they agreed to partner with us in in-market testing.

“Those tests really delivered for them, convincing them that well-designed national newspaper advertising is a vital part of a brand campaign.

“In our campaign we are practising what we preach. We are placing high-quality creative – which has been pre-tested - in the medium that is trusted by decision-makers in business, and where they look for information and inspiration.”

AJR
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This ad was nominated for an ANNAs Award

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