‘Business Week’ brands the ‘inside’ story

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The McGraw-Hill Cos. has kicked off a new branding campaign for its franchise title Business Week. The "See Inside" campaign, which was developed by New York-based DCA Advertising Inc., launched earlier this month with an outdoor buy in New York and San Francisco worth more than $1 million. The text works with the look of the ad to communicate what Keith Fox, senior VP-marketing and business development, calls the "essence of the Business Week brand." Doug Fidoten, exec VP-director of strategic planning at DCA Advertising, said the campaign "refines the understanding and insight the Business Week brand brings to the marketplace." A direct mail effort targeting media buyers will start this month, followed by a Direct TV campaign in October. Beginning early next year, the campaign will run in national consumer magazines and newspapers. The print campaign will then be augmented by another $1 million in outdoor and, throughout the year, an additional $500,000 in Direct TV spending. Total budget is $5 million.

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