Q: Many news media organizations focus more on qualities like credibility, trust, and fact when they talk about themselves in the marketplace. Why did we take a different route?
A. Obviously we believe we are more neutral and more trustworthy than others! But yes, a lot of our competitors are saying “believe us, we’re more credible” — and that frankly, that seems like table stakes. What we wanted to do was focus on this modern leader audience, and respect the advertising and marketing truths about them, which is that they don’t want to be sold to. They want to understand what they’re participating in. We wanted to start a conversation with them, about what we have for them — data, insight, inspiration — and to do that in a way that is first and foremost to help them as an individual succeed.
That success could be in the office, but it could also be as a green consumer, it could be as a parent, it could be so many other things. Our mission is to arm them for that success, however they define it. It’s about them as the protagonist in the story, not us. We’re not just publishing content. We’re taking the role of ally.
Q. We based this campaign on a lot of prior research into this audience, and defining the modern leader. Who is that person, and how do we as a company think about helping them get ahead?
A. What’s interesting about our audience is that while they span ages, sectors and gender, what unifies them is that they’re in positions of power wherever they are in their personal and professional lives. And an underlying motivation for anyone in that position is to change the world.
That could be a small act, like making their office a place that colleagues want to be. It could be trying to change local or public legislation. Or it could be something world-changing, like the CEO of CVS banning cigarette sales a few years ago. It can take many forms. But the underlying psychographic motivator of everyone who is a modern leader is that ambition to make a change.
We wanted to speak to that, and show them how Bloomberg can help achieve that. There’s a whole lot of other things we could talk about! But this idea goes across everything we do, from the newsroom to product and licensing teams to commercial sales. Whatever that positive change you want to make is, we can help you make it happen.
We thought about that in terms of data underpinning everything we tell stories around; we thought about that in terms of our values — ESG, invention-led growth, equality. And we thought about it in terms of the products that we’re bringing to market that support our purpose-oriented vision. All this is key to how we support modern leaders, helping them in all aspects of their lives.
Q. And that’s what led to the choice to make Bloomberg a verb in the tagline?
A: Yes! Before you change the world, period. Bloomberg, period. That’s a very small detail, but it’s important, because it underscores how far we are from the more traditional, passive-oriented knowledge other media organizations provide. When you think about our data journalism, our data visualizations, all the tools we provide, we are really providing active utility.
This is also why we fielded the #ChangeTheWorld Report. We wanted to get out there and talk to the modern leader and really understand what changing the world means to them. What was inspiring to us was that we did see that a lot of these groups do think of data and knowledge as being critical drivers to helping them feel like they’re prepared to change the world. That affirmed the campaign, and affirmed our position that we can help them figure out how to change the world for the better.