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Bloomberg Businessweek targets business and media executives with London brand campaign


By Gillian West, Social media manager

April 3, 2013 | 2 min read

Bloomberg Businessweek has mounted a brand awareness campaign targeting the business and media community in London.

The eight-month campaign – part of the global launch – sees four creatives running on six-sheet billboards across central London, the City and Canary Wharf while digital screens will feature the ads throughout London City Airport’s departure lounges, with brand ambassadors handing out samples of the magazine.

Inventory for the campaign was bought through the Media Agency Group, with the four executions planned in-house by Bloomberg brandishing the straplines ‘Refined’, ‘Selective’, ‘Original’ and ‘Visionary’ in a bid to promote Bloomberg’s coverage of the business sector.

“The latest creative executions of our brand campaign continue to reinforce the unique personality and content of Bloomberg Businessweek to our growing global audience,” commented Carl Fischer, head of brand marketing at Bloomberg Businessweek.

As well as handling out samples in London City Airport sampling activity will be extended to Canary Wharf and coffee shops in the City. Ambient media will also be incorporated into the campaign, with coffee cup sleeves being distributed to hot beverage drinkers. Audience-orientated branding will also feature on telephone boxes in key locations with the format working in tandem with Advans to establish a presence for the publication among media agency workers in the capital.


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