Fairfax: getting better war stories

Fairfax Media Networks is going to war with its new trade marketing campaign Arm Yourself, which will be launched later this week.

The campaign portrays Kiwi media folk as modern day heroes and aims to show that their survival in the Great Economic Wars of the late noughties comes down to embracing the firepower of Fairfax’s strategic advertising solutions.

Sales and marketing manager Sandra King says it is playing on a theme that everyone in the advertising industry can relate to right now: it’s a battlefield out there. And, given the stars of the campaign are also part of the campaign’s audience, it’s something of a virtuous circle.

“We’re promoting the quality of Fairfax Media Network’s strategic thinking and services while sneakily showcasing the prowess of the very same people we aim to impress,” King says.

For the first wave of attacks, Lee Griffiths from Mediaedge: CIA in Auckland dons the chainmail and Matt Bale from OMD in Wellington calls on his inner gangster. And there will be more war stories and familiar faces to come as the print and web campaign is rolled out.

Y&R is the agency behind the campaign and photographer Mat Baker shot the images.

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