Business Spectator launches new advertising campaign built around ‘KGB’

KGB 1News Limited’s business news website Business Spectator has launched a new advertising campaign focus on the founding trio of ‘KGB’: Alan Kohler, Bob Gottliebsen and Steven Bartholemeusz.

The campaign, created by creative agency CHE Proximity, seeks to highlight the years of reporting experience that the three well respected commentators have.

“We just couldn’t get past the extraordinary depth of their professional experience. Together, the KGB has more than 130 years of combined experience in financial news and analysis. This experience is of course optimised in digital format, giving Business Spectator readers timely, on-the-spot access to the most dynamic cross section of financial minds in the  country,” said senior account director Sinead Friel.

The new campaign follows last month’s rebranding of the website and will carry the tagline: “thinking for today”. The campaign has been launched across various News Limited websites.

BarthoGeneral manager and publisher Nicholas Gray said he was pleased with the response to the website overhaul. “The response to the new site – and particularly its responsive format across all online platforms – has been very encouraging,” said Gray.

News Limited purchased Business Spectator in June 2012 for a price tag rumoured to be around $30m. At the time of the sale it was reported that Kohler and his senior colleagues had signed four year contracts with the publisher.

Nic Christensen


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