B2B CAMPAIGNS & BRAND COMMUNICATIONS
HEARST | “Stays Original” B2B Campaign
Hearst’s belief that great minds SHOULDN’T think alike has attracted many who were ahead of their time. Yet most people would be hard-pressed to name them.
Using a mash-up of faces associated with some of its 360+ brands, their latest campaign changed that—and told the world how media’s original startup stays original.
Backlit Subway Ad
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POSEN. (Zac Posen, Project Runway)
CHOSEN. (Kaley Cuoco, Host, The People’s Choice Awards)
FROZEN. (Alex Debogorsky, Ice Road Truckers, HISTORY)
When you believe anything’s possible—and back it up with the resources to make things happen—word gets around. We have a history of finding original thinkers who want to change the world with us. Innovators who are before their time. Personalities that capture the times. Who together change our times.
That’s how Hearst stays original.
DYNASTY. (Willie Robertson, Duck Dynasty, A&E)
KING. (Gayle King, Editor-at-Large, O, The Oprah Magazine)
LORD. (Lord Norman Foster, Architect, Hearst Tower)
Hearst was the original media startup. And we’ve never stopped thinking like one. Not satisfied to be pioneers in newspapers, magazines, broadcasting, and business media, we’re always looking for the NEXT frontier. And for new ways to deliver the iconic brands that touch, run—and even change—your life.
That’s how Hearst stays original.
JOCKS. (Chris Berman, ESPN)
FROCKS. (Nina Garcia, Marie Claire)
DOCS. (Dr. Mehmet Oz, The Good Life)
Hearst has always championed the common man. And uncommon talent. We open our doors to revolutionary ideas. Reimagine our brands in bold yet meaningful ways. And close a high-tech deal with a low-tech handshake. By standing for something we’ve stood the test of time. And changed the times.
That’s how Hearst stays original.
MENTOR. (Tim Gunn, Project Runway)
FRIEND. (Oprah Winfrey, O, The Oprah Magazine)
COACH. (Blake Shelton, The Voice)
We’ve always believed great minds SHOULDN’T think alike. Over the years that license to be different has attracted many who were ahead of their time. Today, original thinkers come to us faster than ever. So do bold ideas. Proof that while devices change, our desire to show you new and surprising things never will
That’s how Hearst stays original.
The campaign was refreshed with new colors and talent—with 19 ads produced in total, including:
BEATS. (Jermaine Dupri, The Rap Game, Lifetime)
TWEETS. (Lena Dunham, Lenny Letter)
EATS. (Anne Burrell, Food Network Magazine)
DRESS UP. (Clinton Kelly, Woman’s Day)
FIX UP. (Sabrina Soto, HGTV Magazine)
KEEP UP. (Gulston Dart, Anchor, KCRA, Sacramento)
DRIVE-IN. (Guy Fieri, Food Network Magazine)
TRUST IN. (Soledad O’Brien, Hearst Television)
JUST IN. (Edie Lambert, Anchor, KCRA, Sacramento)
PANS. (Ina Garten, Food Network Magazine)
CLANS. (Travis Fimmel, Vikings, HISTORY)
FANS. (Hannah Storm, ESPN)