Industry Story of the Week
Local media enjoys 18% surge in online audiences thanks to youth boost. Online audiences for local media have grown 17.9% to 37.6 million people in the past year, thanks to more readers turning to local news sites for information about coronavirus, according to Jicreg data. Launching yesterday (November 18th) the Jicreg Life is Local database shows that 42 million people in the UK (78.5% of the population over the age of 15) access local journalism either in print or digital every month. While most of the growth in local media consumption has been fuelled by digital, overall, local news brands' reach grew by 7.7% year on year.
Diversity Story of the Week
Channel 4 celebrates UK's diversity, inclusion, and weirdness in new film. Channel 4 has unveiled a brand ad featuring more than 30 of its famous faces and classifying the UK population as "W for weird" in a pastiche of the film ratings system. "Altogether different" has been devised to celebrate the collective differences of the UK and opens with the "W for weird" rating, which has been signed by Channel 4 chief executive Alex Mahon, before Davina McCall tells the audience: "There's nothing normal about this place, or anyone who lives here."
Innovation Story of the Week
Branston Pickle is going into the postal business this Christmas, inspired by the fact many expats in Europe find it hard to get their condiment of choice over the festive period. The "International Pickle Post" experience will enable people to send a jar of Branston Pickle to loved ones across Europe and bypass the Christmas Post Office queues. Free delivery can be made to the UK, France, Germany, Italy, the Netherlands, Spain and Ireland
OOH Story of the Week
Single malt Scotch whisky brand, Glenfiddich, has led its stag brand icon to the city through a range of 3D out-of-home activations. At London's Piccadilly Lights, the stag will be shown in the Scottish highlands, exhaling a misty breath and making eye contact with passers-by before leaping from the screen. Across town, a mural by GSA has been placed on Redchurch Street, Shoreditch.
Campaign Story of the Week
Bombay Sapphire is bringing a taste of Spain to Shoreditch with its reimagined greengrocer in celebration of the launch of the brand's Premier Cru Murcian Lemon variant. The pop-up, open for two days from November 26th, is a collaboration with Spanish artist, Coco Davez.
