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Five News ‘News with personality’

Agency: VCCP

Client: Five News

Five is to run a press and poster campaign to highlight the arrival of its new presenter, Natasha Kaplinsky, coinciding with the launch of the revamped Five News.

The campaign, titled ‘news with personality’ has been created by Five’s retained agency VCCP and features Kaplinsky elegantly poised in casual wear with the technical elements of a TV studio in the distance.

The campaign will consist of full page national press and high profile portrait towers and golden squares.  Media planning and buying was handled by Vizeum.

Kaplinsky has moved from the BBC to anchor Five’s refreshed news programmes which will run at 5pm and 7pm every day of the week.

The programmes are aiming to be more informal, warm and human in a bid to create a more inclusive style of news programming.  Kaplinsky’s demeanor and style of delivery was chosen to reflect this new attitude.

Five’s Managing Director of Content, Lisa Opie, said, “The new look news will re-establish Five’s reputation in this genre for innovation, openness and accessibility with Natasha perfectly reflecting these core brand values.”

Louisa Fielding, Account Director, VCCP added, “Natasha Kaplinsky combines the gravitas you’d expect from a news presenter, with the warmth and accessibility that will make Five News a refreshingly different type of news show.  The campaign reflects these virtues.”

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