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The New York Times
The Truth is Hard to Find

RAN IN: United States

CLIENT
The New York Times

David Rubin, SVP, Audience and Brand
Amy Weisenbach, VP, Brand Marketing
Iain Newton, Brand Consulting Executive

AGENCY
Droga5 *Lead Agency

Julian Cheevers, Executive Group Director
Tom Gibby, Strategy Director
Jonny Bauer, Global Chief Strategy Officer
Tim Gordon, Executive Creative Director
Harry Roman, Co-head of Strategy
David Droga, Creative Chairman & Founder
Colleen Leddy, Head of Communications Strategy


SUMMARY

In 2017, with misinformation rampant, The New York Times needed to demonstrate they were an unbiased news source worth paying for. It became clear that The Times’ dogged dedication to uncovering hard truths made it invaluable during these unsettled times. The resulting campaign "The Truth Is ...." worked hard at every level: it put The Times at the center of the conversation about the role of a free press, positioned it as trusted source for deeply-reported journalism, and resulted in the best quarter for subscriber growth in the NYT’s history. 

CASE VIDEO


Hero Medium: TV

Medium Featured On Video: CONSUMER INVOLVEMENT/USER GENERATED;Viral (Consumer Involvement/User Generated);WOM (Consumer Involvement/User Generated);DIRECT;Email;ECOMMERCE;INTERACTIVE/ONLINE;Digital Video;Display Ads (Interactive/Online);INTERNAL MARKETING;OOH;Billboard;PR;PRINT;Magazine - Print;Newspaper - Digital;Newspaper - Print;SALES PROMOTION;SOCIAL MEDIA;TV;Spots (TV)

Audience: New Audience

Objectives: Retain existing customers

Type: Business to Consumer

Classification: National

Language: English