Having pitched against two other agencies, OwenKessel considers this a significant win as not only is the agency tasked with providing an overall marketing campaign for Business Day
, but they also will have to find a creative solution to overcome the perceived public reservation about of paying for online media through a paywall. Business Day
is following in the footprints of other global newsrooms by refining its content and providing readers with a richer online reading experience. The paywall model sees their content repositioned, with public access to headline news, but all in-depth media such as video‚ podcasts‚ audio recordings and a new online-only section where top analysts and captains of industry will dissect the issues of the day, living in a paid-for space.
Michael Cook, Creative Director at OwenKessel, comments: "We are really excited to have won the Business Day
account as we are looking forward to the challenge of developing exciting marketing and communication solutions for a business that is deeply embedded in the information game. In addition, this is the first time a newspaper in South Africa is taking on the idea of convergence. To support the integrity of the paid-for content, Business Day
has employed the expertise of additional journalists in a climate where media seem to be trimming their editorial staff; this is to ensure that they are able to deliver a world-class product, worth paying for. We look forward to delivering great work and best creative practice in all elements of the Business Day campaign and with OwenKessel being a non-traditional and ideas-centric agency, this is what we do best."
Peter Bruce, Editor of Business Day
, comments: "OwenKessel was an obvious choice as we appreciate their maverick approach when tackling business branding, this answers directly to the needs of Business Day
's communication strategy as a whole. We'll be working closely with the team at OwenKessel in developing a campaign that combats the view that news should be a free commodity, and communicating the value of the new BDLive website to readers and those in the information game. We don't print anything commodity at Business Day
According to Bruce, the 'freemium' subscription model is unlikely to affect most casual visitors, who would still have unimpeded access to the home page‚ all section pages and up to 15 articles within a 30-day period. However, the perceived message of free versus paid-for content will need to be addressed and strategically communicated to readers.
OwenKessel delivers media neutral, business focused solutions to client challenges and it is this approach that has seen the agency go from strength to strength.
Posted on 17 Aug 2012 10:21