The New York Times’ “The Truth Is Worth It” was a critical look into the workings of journalism and the free press—and, in many ways, reinvented news advertising. At the Cannes Lions, the campaign took home 10 Lions, including Grand Prix wins in Film and Film Craft. In Cannes, Amy Weisenbach, svp of marketing for The New York Times, and Tim Gordon, Droga5’s ecd, discussed the evolution of the campaign.
From the beginning of its brand journey a couple of years ago, the goal according to Weisenbach was to set an ambitious agenda, where the brand’s marketing would be just “as rich as our journalism.” Gordon added that the campaign has resonated deeply with audiences and that the next iterations will have the “same rigor that we’ve had” since the original campaign’s debut in 2017.
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