The Week - because the news needs a curator.
Brand Challenge
The news landscape is a constant, click-bait focussed, always on sea of noise. So much so it is creating a deep anxiety with many people.
But the Week is the antithesis of this. It is the only news brand that reads all the news and curates the best bits, so you can avoid the overwhelm and go straight to the bits that matter.
Target Audience
Open-minded, curious people who want to stay informed about the world around them (they view it as part of their civic duty!) but who are acutely aware of bias and echo chambers in today’s media sources. They want to know the whole story, not a slanted angle, on the most important issues. They are likely not extremely right wing or extremely left wing and don’t come to the news with a fixed mindset. They do likely lean a little left, but could still identify as Republicans (not MAGA) in the US.
Agency Solution
Under the banner of 'Because the news needs a curator' we offered The Week's expert overview and analysis of the news that matters as the best way to get your news/life balance back.
With 2 key audiences in the US and UK, we needed to both land a unifying, unique and ownable proposition, and bring the work to life in a way that catered to both markets.
‘Paperboy’ - written by Nigel Roberts (Creative Partner at thirty6) and directed by J Marlow at Outsider, uses sardonic wit and Marlow’s iconic offbeat directing to demonstrate how The Week uses the filter of their award winning editors to cut through the deluge of news to bring you only ‘the stories that matter’.
The campaign is supported by a suite of social ads, radio ads and DM that highlights the benefit of avoiding all the news noise, and how reading the week gives you time back to do more important things, like have a life.
"Working with Thirty6 was a smooth and rewarding experience that delivered a masterclass in brand distillation. They quickly understood our goals and helped us craft a powerful new brand platform. The team brought their sharp strategic insight and unique creativity to produce assets that felt authentic and landed perfectly with our senior stakeholders and audience. Throughout the process, they were proactive and collaborative, effectively helping us to bridge the gap between high-level brand storytelling and direct response performance. They were a pleasure to work with, always on hand to answer questions and we’d happily recommend and partner with them again."
Sam Pashley, Head of Brand Marketing
- In market - Results TBC
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The Week - because the news needs a curator.
24/7 Breaking News is the mother of all FOMO. And the errant father of the overwhelm of doom-scrolling & fake news. So we presented The Week as the antidote with its expert overview & analysis of the news that matters being the best way to get your news/life balance back.
