Today the Brave unites News Corp metro mastheads under single creative platform
Jaimes Leggett’s new creative agency, Today the Brave, has revealed its first significant piece of work since launching in November.
The agency has united News Corp’ metro masthead brands under one unified creative platform, ‘Get a read on | today’, which launches in a multi-channel campaign across TV, digital, social, OOH and radio.
The platform is intended to consolidate News Corp’s mastheads while attracting and retaining subscribers in an increasingly challenging environment.
Today the Brave developed the new platform, also creating a new tone of voice for the brand, as well as an overhaul of its visual identity, which will equip News Corp’s in-house agency, Roller, with the tools to roll out the remaining campaign executions.
‘The creative platform was designed to help Australians feel empowered. By getting a read on their day, readers are equipping themselves with all the information they need to successfully navigate the world around them,’ said Vince Osmond, creative partner, Today the Brave.
Today the Brave was launched by former M&C Saatchi CEO, Leggett, along with co-founders Celia Wallace, Jade Manning and Vince Osmond, in November last year. Before its official launch, the agency had already commenced work with clients including the University of Sydney, AMP North, News Corp, Hoyts, and Mercury Capital.
Last month, it added full-service creative duties for property technology startup Coposit, won in a creative pitch process.
Bettina Brown, director, consumer marketing at News Corp said: “Our core objective was to communicate the breadth of content housed within our print and digital mastheads that can help consumers and subscribers navigate the current economic and social environments. What’s more we had nine individual mastheads to be serviced by a single brand message. This was a significant challenge. Today the Brave took a strategic approach to the creative solution and ‘Get a read on today’ was launched! It’s the perfect brand message to house our breadth of daily content.”
Today the Brave’s founding partner, Jaimes Leggett said: “By consolidating the metro and regional mastheads under one creative platform, we were able to supercharge News Corp’s subscription drive. They made a brave call and it’s paying off for their brand and business.”
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