ABC News has launched a branding campaign, “See the Whole Picture,” that takes a very direct message to its potential audience: we’ll give you the news in a clear and digestible way. According to the network, this is the first branding campaign in more than 10 years, when it launched “More Americans Get Their News from ABC News than Any Other Source,” which they say is still true in light of the partnership with Yahoo announced in October.
Compare that, for instance, to the MSNBC “Lean Forward” campaign that launched in October. Besides the ad that we posted at that time, other MSNBC ads, like the one after the jump starring Rev. Al Sharpton, who relates a childhood memory of eating blueberry pie to the Republicans, take much more creative license when explaining what the network has to offer.
Which campaign do you think works better?
[via Business Insider]
- Bingeing on...Radio? WNYC Makes #SmartBinge Happen
- Vogue Continues Its Social Media Quest with September #Instagirls
- AT&T's 'It Can Wait': Even Admirable Campaigns Can't Wait to Succeed
- Three Message Points That Whole Foods Should Use In Its New Marketing Campaign