A B2B newsletter for a multinational media company
Building interest by demonstrating insight
The client
Kantar Media
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The challenge
When it comes to audience measurement, no-one knows their stuff more than Kantar Media. For half a decade or so, our job was to make sure this expertise shone through in their occasional B2B newsletter, Audiences Matter. It was a mixture of drafting original articles and editing supplied text. We had to find a way to make a company newsletter an effective medium for showcasing expertise.
The solution
The original content required in-depth interviews with senior personnel. This is all about anticipating the questions the business audience want asking and identifying the key messages. The structure then needs to flow logically. And, as with any newsletter, attention-grabbing sub-lines and intriguing headlines are a must.
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The writing
"Pay-TV upsets the established analogue order in Vietnam
"In Vietnam, television is still king, but as cable networks increase, the crown is shifting. Our 2011 Audience Measurement Survey found that state-owned analogue channels are increasingly losing audience share to foreign-backed pay-TV offerings, while in the long-term, the internet may dethrone them all."
The results
Audiences Matter was a hit with its target audience. And they’re the ones that matter. We went on to write Kantar Media’s World Audiences Summit communications.
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"Barnaby Benson really got to grips quickly with our industry newsletter, 'Insight'. He made the headlines hooky and stories engaging - and he came up with some good ideas for enhancing it."
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John McCarthy
UK Marketing & Internal Communications Manager
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The credits
Copywriting agency: Barnaby Benson Copywriting London
Copywriter: Barnaby Benson
Client: Kantar Media
