Campaign details
Brand: NikkeiBrand owner: NikkeiAgency: McCann TokyoMarket: JapanIndustries: NewspapersMedia channels: Online display, Outdoor, out-of-home, Programmatic dispaly, Social media, Television, Websites & micrositesBudget: 1 - 3 million
Executive summary
The Nikkei is the world's largest financial newspaper and the anchor of Japan's stock market index, but in a changing world it needed to recruit new, younger users and demonstrate to consumers the value of a news subscription, against the background of a highly competitive media landscape.
This case shows how we moved the brand from short-term...