DHL breaches ad-ed divide

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The barriers between editorial and advertising are slowly eroding. What was formally a Berlin Wall-style divide between journalists and sales executives who never talked or co-operated has evolved into a kinder, gentler relationship.

And this relationship is now visible on the page. A great case example of the new understanding are the print elements of a new $50m package of activity for courier service DHL – where the brand’s message was delivered within the editorial content of several US publications.

Take the letters page, for example an area of a newspaper usually fiercely protected by the editor. But in the US, News & World Report back in October, readers could hardly fail to notice the bold ads occupying one-ninth of the page inserted into the editorial grid, with creative highlighting the customer services value of the delivery operation in keeping with its strapline: ‘Customer service is back in shipping’.

The thinking behind this media buy was that the brand, strong on customer service, should be present in the sections of the titles where readers interact with the content – the customer service elements of the publication.

Mediagedge:cia also chose the most sensitive of editorial – the crossword – to deliver DHL’s customer service message.

Anyone attempting to solve the puzzle in the New York Times’ magazine discovered that all the clues either related to or referenced DHL in some clever way. DHL’s customer service theme launched in Times Square with DHL staff passing out free umbrellas and bottled water. A smart piece of delivery from MEC.

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