The Wall Street Journal

READ AMBITIOUSLY

A MODERN PARTNERSHIP FOR A MODERN MEDIA BUSINESS

Brand communication was only a small part of our contribution to The Wall Street Journal's growth. To help define the commercial opportunities that would drive their growth well into the future, we commissioned a global segmentation study to better understand the audience.
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A UNIFYING SPIRIT

A RELENTLESS AMBITION TO SUCCEED

We believe that the best marketing comes from understanding what unites people, rather than what separates them. So while our segmentation study identified 10 discrete opportunity audiences, we found they shared a common spirit. A relentless ambition to succeed. Which, coincidentally, is what makes The Wall Street Journal so important in their lives. That unifying drive, which we called “Read Ambitiously," informs everything from communications to events to conferences and new products.
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Acquisition Campaign

SWIPE AMBITIOUSLY

We used the launch of a new iPad app to target and convert younger, higher opportunity segments. Our Swipe Ambitiously campaign leveraged data, smart media placement and optimization to deliver their most successful acquisition campaign yet, with over 100,000 downloads and a 52% conversion rate.
TV / Swipe Ambitiously
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EXPERIENTIAL PROMOTION

SUMMER SCOOPS

As a reminder that markets don’t take a summer vacation, we ran a promotional activation called Summer Scoops. We created an ice cream truck that offered a free scoop to people who downloaded the WSJ app. With each free scoop we served up a breaking news headline.

A Membership for the worlds most ambitious readers

We created WSJ+, a global membership experience exclusive to our subscribers. WSJ+ opens up worldwide access to exclusive best-in-class events, offers and other premium experiences akin to our ambitious readers. While they may have already expected a lot from The Journal, we told them to expect even more with WSJ+.
RESULTS

REDUCED CHURN AND ACQUISITION GROWTH

Our partnership has changed the growth trajectory for The Wall Street Journal. Their prospect pool is up 25%, resulting in their largest YOY growth in four years and a 13% reduction in churn.