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Perspectives

The Whole Story with Josh Grace, former CMO, Samsung

We talked to Josh Grace, Chief Marketing Officer about how he uses news to reach younger audiences.

I choose news strategically because context dictates attention.
Josh Grace
Former CMO, Samsung

How do we know news is working?

“Advertising in news works better because it delivers trust and context.”

During his time at Samsung, Josh often needed to reach Gen Z and Millennial audiences with his messaging. Josh knew that these younger audiences were highly engaged with global issues such as climate change and the environment, and he also knew that news is the platform they trust to stay informed. For Josh, this presented a clear opportunity.

News delivers a trusted environment. And people come to it actively seeking out information, which means advertising consumed in a news environment is more likely to be understood and retained. What’s more, for a tech company like Samsung who want their latest launch to be seen as newsworthy, advertising in news can also drive an earned media response.

A trusted environment. An engaged audience actively seeking information. Two critical factors that ensured news played a critical role in the media mix for Samsung.

Why News Perspectives
15th Mar

Hear some red hot takes from agency leaders on the media landscape and how to deliver success for clients.

Burning Questions

Learn how agency leaders use news publishing to deliver results for clients.
Burning Questions

Hear some red hot takes from agency leaders on the media landscape and how to deliver success for clients.

Burning Questions: How has news publishing boosted your clients’ success?
Burning Questions: What marco factors are in the spotlight right now?
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