The campaign debuted in Advertising Age, a sibling publication of BtoB, in conjunction with the American Association of Advertising Agencies conference taking place through Wednesday in San Francisco. The campaign includes print and online insertions in other media brands. The ads currently running on AdAge.com feature the headline, “Sure, we looked at what the competition is doing, then we did the opposite.” The ad offers a free copy of the “first issue” of this reinvented magazine, which hits newsstands April 23. A countdown clock ticks away the time until the release and stood at 52 days, 12 hours, 15 minutes and 8 seconds as of Monday morning.
The campaign was created in-house and by John Kenney+Partners, New York. Carl Fischer, head of global marketing and communications for BusinessWeek, said, “This is truly a reinvention of BusinessWeek and much more than a new design.” He said that while other business publications are cutting back, Bloomberg BusinessWeek will have more stories, more pages and a more global focus, thanks to Bloomberg's 145 bureaus in 70 countries.
Bloomberg L.P. acquired BusinessWeek from McGraw-Hill Cos. in December 2009.