The Telegraph launches next iteration of Words chosen well brand campaign

20 April 2018

The Telegraph will today launch the second phase of the Words Chosen Well brand campaign which aims to showcase its award-winning quality journalism and raise brand awareness.

The campaign will start with a new television advert, which will debut during the commercial break of Channel 4’s Gogglebox on Friday 20th April. The new phase will also see reach increased across multi-channel TV, out-of-home, audio, digital, print and influencer marketing. In conjunction with Adapt, The Telegraph have also created a new digital format which will run across their owned mobile inventory on Saturday.

Created by adam&eveDDB in collaboration with The Telegraph’s in-house marketing and creative teams, the new advert builds on the success of last year’s campaign, which saw an increase in NPS and brand relevance scores amongst consumers. Executionally, the latest campaign is bigger and bolder and the fresh creative utilises important cultural references, leaning on some of the most emotive and impactful events of our times, highlighting iconic moments when words have been considered and chosen well.

The Telegraph’s new campaign seeks to demonstrate the influence and importance of the spoken and written word, and the role that quality journalism plays in providing news, insight and analysis. It is with this in mind that the advert ends by reasserting the line, ‘Words are powerful. Choose them well’.

The campaign will also be supported editorially in a print and video series, challenging Telegraph journalists including columnist, Bryony Gordon and Technology special correspondent, Harry De Quetteville as they debate a range of topics from culture to technology.

The Telegraph also continues their partnership with Spotify to deliver a new series of Story behind the song and featuring songwriting artists from a diverse mix of musical genres, chosen as the best lyricists in their field. A host of new songwriters will be interviewed weekly by entertainment writer, Alice Vincent, joining previous contributors including Jessie Ware and Craig David. The campaign will begin with discussing his 2003 Black Eyed Peas hit, Where is the Love.

The campaign highlights The Telegraph’s multi-platform strategy which aims to bring Telegraph content to consumers wherever they are, with content being available across digital, on third party platforms, audio and print.

Words Chosen Well builds on The Telegraph’s broader Think Ahead brand positioning and belief that knowledge, information and insight are the key to moving forward in today’s world.

Robert Bridge, Chief Customer Officer, The Telegraph said: “We were thrilled with the performance of the first iteration of Words Chosen Well and our new campaign is bolder and even more engaging, building on our learnings from the first phase, whilst drawing inspiration and provoking thought on some of the issues most important to society today. We are delighted to continue to raise awareness of quality journalism and encourage reappraisal of The Telegraph amongst new audiences.”

Mat Goff, Joint-CEO, adam&eveDDB added “After the success of last year’s launch campaign, we have worked with the team at the Telegraph to refresh the creative content. It’s a campaign that champions the quality of The Telegraph and provokes consumers into thinking carefully about the news they choose to follow.” For More information about the campaign visit the updated brand hub, Here, the new full length TV advert can also be viewed alongside exclusive content around the concept of Words Chosen Well. -ENDS-

Notes to editors:

About adam&eveDDB

adam&eveDDB is a creative agency based in London who work with a range of clients including John Lewis, HMRC, Google, Marmite, the FT, Waitrose, Foster’s, Lloyds Bank, Volkswagen, and Save the Children.


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