Trib Goes With Self-Serving Word Play

The Chicago Tribune on Monday launched a new advertising campaign as part of a wider marketing plan that the company says seeks to demonstrate how someone’s day was made better by interaction with the newspaper.
The new campaign, which features animation from illustrator J.J. Sedelmaier, introduces a new tagline: “What’s in it for you?”
It’s the first campaign for the paper from its new agency, DDB Chicago, which was hired in May to overhaul the newspaper’s advertising image.
The new campaign will run on TV during late news and local prime time. There will also be print, outdoor and digital components to the campaign.

About David Burn

Co-founder and editor of AdPulp. I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. I worked for seven agencies in five states before launching my own practice in 2009. Today, I am head of brand strategy and creative at Bonehook in Portland, Oregon.


  1. Of particular interest, in view of this entry in Adpulp, is this week’s columm FredOnEverything. Look it up on google. The title of the column is “Read It In Today’s Paper While You Can.”
    Fred is the best in the biz of laying out the ways of the world in clear, unbiased, accurate and often searingly funny writing.