AFR launches next phase of ‘revolution’ campaign

The Australian Financial Review has launched the next phase of its ‘revolution’ campaign in which captains of industry assume the form of a famous Che Guevera poster.

It breaks today with a digital and print offensive – a few weeks after the Fin announced an editorial shake-up that sees a number of the paper’s sections revamped.

The campaign focuses on the editorial overhaul and reminds readers of the new pricing strategy announced in January. Both are said by the newspaper to be “revolutionary”.

The slogan on the 4-page wrap around the Fin today reads: ‘First we revolutionised the price. Now we are revolutionising the agenda’.

Financial Review Group CEO Brett Clegg said: “Since September last year we have invested heavily in editorial talent to add energy and experience across the news room. News breaking and leading analysis is now at the core of what we do. We are aggressively tackling the issues that matter to our audience. We intend to be more bold and assertive in our coverage and commentary. So this is an editorial revolution, just as we revolutionised our pricing structure in December.”

The first phase launched in December last year.

Both campaigns were created JMK Advertising.



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