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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
10th Apr

Industry leaders discuss why investing in trusted news environments isn’t just a commercial decision but a fundamental commitment to the nation’s media ecosystem.

Burning Questions

Why is advertiser investment in news publishing crucial for Australians?
Burning Questions: Why is advertiser investment in news publishing crucial for Australians?

Industry leaders discuss why investing in trusted news environments isn’t just a commercial decision but a fundamental commitment to the nation’s media ecosystem.

Why News Perspectives
12th Feb

As global platforms dominate, local news publishers remain crucial for authentic engagement with diverse Australian communities and effective marketing.

Burning Questions

How important is authenticity and diversity in news publishing?
Burning Questions: How important is authenticity and diversity in news publishing?

As global platforms dominate, local news publishers remain crucial for authentic engagement with diverse Australian communities and effective marketing.

Why News Perspectives
27th Feb

Industry leaders discuss why partnering with trusted news publishers is key for brands to build authenticity and connect with their audience.

Burning Questions

What’s the role of trust in news publishing and how has this evolved?
Burning Questions: What’s the role of trust in news publishing and how has this evolved?

Industry leaders discuss why partnering with trusted news publishers is key for brands to build authenticity and connect with their audience.

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