International Herald Tribune urges European, Asian readers to think

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LONDON - "Think IHT" is one of the new slogans in the International Herald Tribune's global campaign breaking in Europe this month and in Asia by the end of March.

The campaign, created by Bagshawe Leahy Creative Communications, however retains the use of yellow and strapline "The World's Daily Newspaper" created by IHT's previous agency WARL.

The campaign will run as outdoor, print and point of sale in key European markets and in selected regional titles. One ad reads: THINK intelligent. At the IHT we write for people who want to understand." Another ad runs: THINK Alternative. At the IHT we write for people who understand the value of choice." A third ad reads: 'THINK Individual. At the IHT we write for people who see globalization as a human story."

Strategic planning was handled in house by the IHT's Worldwide Marketing Director Ian Walthew and Creative and Communications Manager Piers Warburton. Bagshawe Leahy was responsible for art direction and production. The agency and IHT jointly handled copy and concept development.

Copyright February 2000, Crain Communications Inc.

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