The Washington Post looks to remake its identity


The Washington Post is shopping for a new brand.

The Post is in talks to bring aboard the legendary admaker David Droga to commission a new marketing campaign to redefine its image as it seeks to broaden its audience and find a space beyond presidential politics.

Droga — the founder of the ad agency Droga5 and CEO of the consultancy Accenture Song, which made The New York Times’ “The Truth is Hard” campaign — hasn’t yet begun work or formalized his brief, two people familiar with the conversation said. But he has told the Times that he won’t be available for its next round of marketing.

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