ID Comms

Telegraph plumps for well-chosen words from adam&eve

Does the ‘fake news’ storm give newspapers and other legacy media a rare opportunity to fight back against the digital destroyers?

Britain’s Telegraph evidently thinks so, in this new campaign from adam&eveDDB. ‘Words are powerful. Choose them well’ highlights iconic moments when words have been considered and chosen well to deliver the most impact.

Fair enough. Mind you, I happened to read the Telegraph one day last week and, just like the Daily Mail, the degree of editorialising in supposedly news – especially about Brexit – was more marked than ever.

So it’s not just the internet marauders who are guilty of skewing things.

MAA creative scale: 7.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.

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