The National News
The National
Issue 60 | October 2021
Agency
MRM UK
Creative Team
MRM UK Chairwoman Europe & CCO UK: Nicky Bullard MRM UK Executive Creative Director: John Treacy MRM UK Associate Creative Directors: Michael Poole, Andrew Pogson MRM UK Art Director: Magda Gosek-Kyprianou MRM UK Copywriter Copywriter: Gavin Daniel
Production Team
MRM UK Editor: David Hunt
Other Credits
The National News, Head of Marketing & Communications: Mireille Puskulian The National News, Marketing Lead: Duaa Zietoun MRM UK CEO: Chris Pearce MRM UK Digital Planning Director: Mike Krzyzanowski MRM UK Global Managing Partner: Karim Slim MRM UK Business Director: Charles Eddy MRM UK Senior Account Director: Varsha Nursimloo
Date
January 2021
Background
The National is an English language Middle Eastern news publication. It offers a Middle East view point that counters negativity outside of the region, and also offers a news source outside of locally controlled news channels.
Idea
‘The Shocking Percentage’ campaign shines a light on the tiny percentage of news stories from the region that are covered by the rest of the world’s media. The idea was to build a bespoke ‘Ratio Engine’ that analysed stories from western media news outlets across 7 topics over 30 days, giving us the statistics visualized. The ‘aperture’ design was created to be pixel accurate to the percentage being portrayed.
Results
Target: 12,783,167 impressions. Actual: 16,292,070.
Target: 79,137 clicks. Actual: 100,311.
Click through rates 0.9%. Double average.
And there was 128% spike in site visits.