In his latest column for INMA, Newsworks content and social media executive Lewis Boulton highlights six top campaigns pushing the boundaries of publishers’ platforms into 2023
What a difference 12 months have made. When I wrote for this column this time last year, the UK under Boris Johnson still had Covid-19 restrictions, the horrors of the Ukraine war were still yet to unfold, and England was still dreaming of football coming home (and it did!).
But while the world seemed to change rapidly before our eyes in 2022, one prediction I made last January is just as relevant as ever: digital, however that loose term manifests itself for news brands and readers, is key.
At last month’s Newsworks Awards in London, we celebrated creative, innovative, purpose-led advertising in news brands with a host of industry guests.
Print rightly had its place, with Grand Prix winners John Ayling & Associates and RNIB exhibiting fantastic innovation in its Braille cover wrap. However, the night was a brilliant display of what advertisers can achieve when they explore the full range of platforms where readers interact with news brand content.
Whereas contextual ads would once only appear cleverly placed next to a story in print, now brands can place in print and wherever they might be relevant to consumers around stories online.
A whole new set of consumer expectations around platforms allow for striking subversions from the norm, hammering home key messages in trusted environments.
Find out which campaigns Lewis highlighted in his INMA column here.
