Bloomberg Media’s Context Changes Everything campaign by Wieden + Kennedy New York has already brought success to the aim of increasing subscriptions. Bloomberg Media has added 110,000 active subscribers since the launch of the campaign in September 2023 and now has more than 630,000 total subscribers worldwide.
Wieden + Kennedy has now added three new films that bring a fresh perspective to Bloomberg’s cross-platform business news, reminding people of what’s unique about Bloomberg. The new work, wrapped up as The Contextualist, continues to promote the power of Bloomberg’s journalism to draw important connections between its wealth of news, insights and data in every corner of the world, this time playing on common idioms to build international business stories.
Golden Globe and BAFTA-award winning director, Brady Corbet of magna studios directed the new spots for the campaign in his debut directing brand commercials.
The first film, The Price of Tea in China, was followed by Bird in the Hand and Rising Tides.
“Context Changes Everything has become an important rallying point with consumers to remind them what’s unique about Bloomberg as we continue to double down on global news coverage for them,” stated Julia Beizer, COO, Bloomberg Media. “The Contextualist moves the brand forward by personifying the prevailing ideas of intellect, curiosity and ambition. We’ve gained more than 100,000 subscribers in the time since we first launched the campaign in September 2023, and it remains an important driving element of our investment to continue growing and engaging subscribers in the years to come.”
“Now more than ever, having a nuanced understanding of how global narratives influence one another is super important. This next chapter of Context Changes Everything highlights just how critical context is through the lens of familiar financial idioms and how their meanings can be re-examined. And having Brady Corbet, who brought his visual expertise and craft to the table, direct these films really helped communicate this message in a meaningful way,” commented Will Binder, creative director, W+K New York.
The new campaign launched with global digital via Disney, Amazon and YouTube in the US, UK and Singapore as well as DOOH campaign in high-profile New York City locations as well as Boston, Chicago and Atlanta. The campaign will also span Amazon & Spotify audio and connect to content marketing strategy across all social platforms including Meta and Reddit.
Credits:
Client: Bloomberg
Head of Marketing: Lily Cloake
Head of Brand Marketing: Colm Murphy
Creative Director: Dinesh Kapoor
Head of Brand: Kinal Shah
Creative Agency: Wieden + Kennedy New York
Chief Creative Officers: Brandon Henderson & Marques Gartrell
Creative Director: Will Binder
Head of Production: Nick Setounski
Producer: Jake Freeman
Chief Strategy Officer: Laura Rowan
Strategy Director: Donovan Triplett
Strategists: Aiden Million & Siddarth Subramaniam
Group Account Director: Samantha Wagner
Account Director: Sean Jang
Project Manager: Alex Doomany
Business Affairs Manager: Andrea Fagan
Traffic: Sonia Bisono
Production Company: Magna Studios
Director: Brady Corbet
Director of Photography: Jody Lee Lipes
President: Davud Karbassioun
Managing Director: James Sorton
Director of Photography: Clark Farrell
Executive Producer: Nick Fuller
Line Producer: Ben Roberts
Production Designer: Fernanda Guerrero
Casting: Des Hamilton
1st AD: Mark Wilson
Production Service: 24/7 Lisbon
Executive Producers: Mariana Mota & Lole Ramirez
Post Production & VFX: Significant Others
VFX Supervisors: Nicholas Renaudeau, Phil Apostol & Rui Romano
Flame Artists: Brooks Tomlinson & Nico Johnson
Designer: Phil Brooks
FX Artists: Hannah Sung & Kogan Li
Head of Production: Alexandra Leal
Producer: Kyla Amols
Executive Creative Director: Dirk Greene
Producer: Hoa Vu
Grade: Company 3 New York
Colourist: Tim Masick
Colour Producer: Alexandra Garcia Ortiz
Coordinator: Morgan Coyle-Howard
Colour Assistants: Stephen Winterhalter, Quinn Wright & Christina Miller
Editing: Final Cut US
Editor: Crispin Struthers
Managing Director: Sarah Roebuck
Producer; Jennifer Tremaglio
Edit Assistants: Megan Marie Connolly & Jake Helton
Music: Warner Chappell Music
Composer: Daniel Blumberg
Music Producers: Daniel Blumberg & Peter Walsh
Music: Mark Slater
Creative: Frank Di Minno
Sound: Machine New York
Sound Designer: Michalis Anthis
Sound Mix: Michalis Anthis & Elizabeth Mcclanahan
Assistant Engineer: Francis Medina
Managing Director: Matej Oreskovic
Music Producer: Andi Lewis
