ESI Media present Sky with a newsbrand masterclass

Last week we went to Osterley Park to immerse Sky in the world of newsbrands giving them a masterclass in all things publishing.

To set the scene George Osborne sent a personalised message to Sky discussing the importance of newsbrands and what his first year as an editor has entailed.

This was followed by a compelling interview with David Cohen, our Investigations and Campaigns editor for the Evening Standard. David talked about the importance of campaigning and the outcome it can have: “The most powerful campaigns begin with an investigation highlighting what is going wrong. The campaigning element then aims to fix this.” For example the Dispossessed Fund, started in 2010, to help grassroots charities tackling poverty, inequality and exclusion across the capital. The fund raised £7m for the Grenfell Tower survivors, more than the Red Cross and was the fund of choice for other media owners including The Sun.

Denise Turner from Newsworks then provided Sky with some strong insight into why you should advertise in newsbrands. Denise broke this down into the “Six R’s of newsbrands- role, relationship, reliability, relevance, retention and results.”

Following Denise and in anticipation of our creative workshop we had an inspiring talk from Ruairi Curran from Gravity Road. Having recently completed a creative campaign for Newsworks he spoke about the different stages they faced in the project, from the challenges to the creative inspiration.

To end the session we asked Sky to ‘Get Contextual’, based on the principles seen in our award-nominated Kronenbourg campaign. We printed out three of our recent top trending news stories and asked them to create a reactive real-time headline for either Sky Mobile, Sky Cinema or Sky Sports.

The marketing team at Sky came up with some brilliant headlines- some more publishable than others!

Thank you for having us Sky.