Tribune Co. tapped Draft’s Chicago office to handle direct marketing for its flagship Chicago Tribune newspaper.
The win comes less than a month after the Chicago-based publisher hired Draft’s new Los Angeles office to work on the Los Angeles Times account. Draft is developing DM and subscriber retention programs for the Times, a newspaper that’s shedding subscribers in its market.
Fees were not disclosed.
With the Chicago Tribune, the mandate is to boost print subscriptions with new creative and strategy. The agency will create subscriber analysis programs and segmentation and win-back strategies to meet this objective. Media used for the Chicago Tribune campaign includes direct mail and freestanding inserts.
Draft this month began a merger plan with branding agency Foote Cone & Belding in an announcement made by those shops’ parent, Interpublic Group of Companies. The combined agency will be called Draft FCB Group.
