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

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. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.