AUCKLAND, Today: Design craft and management bravery were on full display in yesterday’s Herald on Sunday, which featured an outstanding example of how ads can be made to integrate with editorial.
The ad was a Cirque du Soleil DPS, cut-out along the bottom of both pages. The management bravery came in the form of a wordy thought-piece from cartoonist Rod Emmerson about Donald Trump. Appropriately, this came in the same week the PM reminded us “NZ takes instructions from nobody”.
The Trump piece was a meticulous account of the ‘Trump effect’ – and proves once again that the world’s best cartoonists are invariably gifted wordsmiths.
“Just which NZ media shop provided the layout genius was not known at press time.”
But the real eye-opener in this story is that the Herald had the editorial courage to give it such prominence at all. In this Trump era, nobody is safe from the long arm of global ultra-conservatism, and some form of payback – perhaps targeting the paper’s American-based advertisers – seems more than possible.
We have the text link to the Emmerson DPS (scroll down) but this does not convey the full impact of the hard-copy (at the top of this page).
Aussie creative
The creative agency for Cirque du Soleil is ACMN Australia. Just which NZ media shop provided the layout genius was not known at press time.
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