News brands are prime opportunities for brands looking to capture the attention of an “targeted and engaged audience” in a physical, relevant and innovative space, The Barber Shop founder and Newsworks Awards judge writes for InPublishing
Beyond the benefits of trust, relevance and engagement that journalism offers to advertisers, Myers-Lamptey looks to some of those recognised at December’s Newsworks Awards for inspiration of where ad creative can really shine.
Picking out three stand out campaigns from RNIB, TSB and National Rail that won acclaim at the awards, the judge highlights the full potential of news brand advertising by demonstrating how advertisers use publishers’ full range of platforms and formats to execute effective campaigns.
In particular, Myers-Lamptey explores the unrivalled physicality of print news brands, news brands’ ability to remain on the pulse of readers’ concerns and interests, as well as innovative and collaborative ways of subverting readers’ expectations while remaining in a trusted environment.
Closing his piece for InPublishing, he writes: “There were many more surprising and refreshing entries that shone a light on the new and novel ways brands are turning back to news brands to capitalise on the newly appreciated currency of an audience within a safe and trusted, timely and topical space, one that gives creative room to breathe, and grow.
“So, if you are looking for the edge in your brand’s marketing, then be sure not to overlook the proven power that news brands can deliver.”
Read Dino Myers-Lamptey’s full column here.