Power of Context

The Power of Context

'Why brands need to tap in to an emerging local mindset'

Head of Group Insight Andrew Tenzer gives us an overview of our new insight piece...

As the largest multi-media publisher in the UK, understanding modern mainstream motivations and behaviours is central to everything we do. In doing so, it’s essential we look beyond media habits, and focus on the societal context in which we live.

Last year we found that 74% of UK adults rate their ‘city, town or village’ as important to their identity. This naturally has positive implications for our business, because it means local news brands are highly trusted by their readers.

With this in mind, we wanted to showcase the importance of thinking locally to national brands, placing the advertising of ten across a number of our regional websites and on our competitor websites. Here’s what we found:  

  1. Advertising in a local context makes consumers feel more valued by brands
  2. It has a dramatic impact on consumers’ trust in brands
  3. Our sites drive a much higher call to action

It’s a simple formula… TM regional titles are well loved by their readers which means national brands gain local affinity when their advertising is placed in this context. This increased local affinity boosts advertising brands overall reputation for trust and reliability, which in-turn increases recommendation and purchase intent.

For more information on this research, please contact Andrew Tenzer.

A Worryingly Good TV Takeover

A Worryingly Good TV Takeover

To promote Jon Richardson’s Ultimate Worrier, airing on Dave, we disrupted our TV listings with this nifty little piece of creative.

Jon appeared within the listings, worrying about the TV shows that were airing on the same day. The disruptive element involved Jon being worried about the intimidating theme tune on Newsnight, and that the wet cobbles in Coronation Street could be a slip hazard. 

This was a fun and disruptive creative that really brought the theme, and humour, of the brand new show to life. 

Winner winner chicken dinner

Winner Winner Chicken Dinner!

Royal Wedding fever hit the TMS offices, as we looked to celebrate Harry and Meghan's nuptials in a distinctly TMS way...running a competition based around how the happy couple got engaged (over a roast chicken)! The competition gave media agencies a chance every day to win their team a Nando's lunch. All they had to do was follow our Twitter account, and tweet us telling us why they thought they should win, along with #ARoyalLunch. The best entries were chosen, and sent a Peri Peri feast for the whole team to enjoy. By the end of the week our Twitter feed was full of poultry puns and some clucking good entries...congrats to the winners, and to Harry and Meghan!


Emma Callaghan Sales Director

2 Minutes With... Emma Callaghan

In '2 Minutes With...', we're going to be hearing from those that work at TMS, getting to know more about them and their thoughts on the industry. First up is Sales Director, Emma Callaghan...

Where do you see the future of print lie?

There's no denying that print audiences will continue to migrate to digital platforms and that circulations will continue to decline, but let's not forget that over 8 million people are still actively purchasing or picking up a newspaper every single day. So in the future, the market will certainly be different, but I believe there will still be a place for print products. Our challenge is to remind advertisers of the value of print as a channel in terms of engagement, time spent, ROI, audience loyalty...Maybe in ten years time print will have a renaissance like vinyl has - wouldn't that be amazing?!

What's the main difference between working at a media agency, and owner?

They're far more similar than you'd think! Ultimately we're all trying to achieve the best result for the client or campaign. I had a brilliant time at PHD but I prefer being media owner side because I love that we have a portfolio of products that we represent, which isn't the case at a media agency. 

Someone wants to join your team at TMS, what are you looking for?

Passionate, energetic, curious, proactive 

Finish this sentence: 'Did you know that as Sales Director, I...'

have a goal for us...that we're going to win Media Week's Sales Team of the Year. We came close in 2016 but were pipped to the post by ITV. I have absolute faith that we can do it, we have a brilliant team in place and exciting times ahead. 

Big night at the British Media Awards

Big Night at the British Media Awards

It was a big night at the British Media Awards, for both Trinity Mirror Solutions and Reach's regional teams, as we brought home a whopping 8 awards. By the end of the night the table was laden with trophies, perfectly illustrating the breadth and brilliance of brands that we represent, and the quality of our work. 

The awards won were:

Commercial Team of the Year: Bronze for Trinity Mirror Solutions

Best Content Studio: Bronze for Invention at Trinity Mirror Solutions

Best Regional Editorial Content Team: Gold for NCJ Media and Bronze for MEN

Best Regional Marketing Team: Gold for Liverpool Echo and Bronze for our regional marketing team

Best Regional Media Brand: Gold for Cornwall Live and Bronze for Liverpool Echo