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The International Herald Tribune is launching an advertising

campaign that aims to raise the newspaper’s profile across Europe and

Asia.

The work has been developed by Bagshawe Leahy Creative Communications,

which beat the incumbent, Willox Ambler Rodford Law, in a recent

pitch.

The campaign, which runs across outdoor, press and point of sale, uses a

visual approach. It retains the familiar yellow branding of the

newspaper, but features black-and-white photographs with the word THINK!

spelt backwards.

The letters IHT, the shortened form of the paper’s name, are

highlighted.

Examples include a close-up of an ear with the caption, ’Think

Balanced’, and a shot of a thumbprint with the words, ’Think

Individual’. The line ’The World’s Daily Newspaper’ has also been

retained.

The IHT has created a virtual agency structure for its advertising.

Strategic planning was conducted by its worldwide marketing director,

Ian Walthew, and the creative and communications manager, Piers

Warburton.

Copy and concept development have been executed as a joint Bagshawe

Leahy/IHT function, with art direction and production by Bagshawe Leahy.

The media planning and buying is conducted by Carat International.

’The simplicity of the idea matches our wish for a visual solution

encapsulating our core proposition; a concise, balanced and

comprehensive daily briefing on global affairs,’ Warburton said.

The IHT was founded in Paris in 1887 where it is still edited, although

its marketing department is in London. It is distributed in more than

180 territories worldwide.

The newspapers’ global circulation grew 2.9 per cent in 1999 and its

656,000 readership represents a 40 per cent growth since 1996.