Laurence Green, founding partner of 101, presents a case study showing how newsbrands delivered for Scottish Widows at Shift North 2015.
The case study highlights the important role for newsbrands in Scottish Widows' recent ad campaign, which aimed to change perceptions and modernise the brand.
Newspapers enabled the brand to tell the stories behind the campaign. The results show that newsbrands were the highest-performing of the media mix.
You can watch Laurence's presentation below. PowerPoint is available for download via SlideShare.