Case studies

These advertising case studies showcase the best examples of newsbrand advertising across print and digital. Each campaign below demonstrates how newsbrands were used to deliver one of six communication roles:

Address an issue: focus on a specific issue or event

Build trust: consolidate or develop a brand's reputation

Change minds: change consumer opinion of a brand

Education & understanding: consolidate or develop a brand's reputation

Fame & stature: create the sense of brand momentum

Prompt action: cause consumer action, directly or indirectly impacting sales

Channel 4 – Eden

For the launch of Channel 4's 'Eden', OMD UK created a highly contextual and culturally connected partnership with Metro.

With the show focused on leaving the modern world behind, the aim of the campaign was to spark people's interest by prompting them to think and talk about the world we live in. As people's go-to-media for information, newsbrands were important from the outset, helping to generate intrigue about the programme and allowing the campaign to keep up with the news stories of the day.

Utilising the role of an agenda-setting newsbrand, the campaign reacted to headlines with relevant and thought provoking copy. Its July launch date meant that the post-Brexit political and social climate resonated perfectly with the theme of starting over.

With its young readership – reaching 1.3 million 16 to 34s each day at the time of the campaign (NRS July ‘15- June ’16) – Metro was the perfect title for the activity to run in. This was a truly agile partnership with flexibility of format, section and editorial topic allowing OMD UK and Channel 4 to make the most of Metro's different editorial pillars and maximise eyeballs.

What we loved about this winner was the way it used the cultural context of a country gone mad to build a beautiful, holistic, joyful combination of media and creative ideas

Richard Huntington, chief strategy officer, Saatchi & Saatchi

Award winners 2016

2016 Award winners

All the winning case studies from the Newsworks Planning Awards 2016

Newsbrand effectiveness

Newsbrand effectiveness

Analysis of 500 econometric models, shows that advertising with newspapers increases overall revenue return on investment by three times.

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