• “You can’t fake authenticity.” - Mark Schaefer

    Mark Schaefer
  • “Connect, create meaning, make a difference, matter, be missed.” - Seth Godin

    Seth Godin – Connect, create meaning
  • “Think like a customer.” - Paul Gillin

    Paul Gillin
  • “We think retail is all about engagement of people.” - Preneurl.

    Preneurl. We think retail is all
  • “Veni, vidi, visa - I came, I saw, I shopped.” - Preneurl.

    Preneurl. Veni, vidi, visa

AD News media

AD News media

The AD is a Dutch national newspaper and the second largest paid newspaper in the Netherlands. The newspaper is published in tabloid format.

Assignment

Test our strategy around a new product-market combination with booklet in newspaper and an own website with shop and services within www.AD.nl. We have done this by performing a quick scan, an analysis of the market potential and a workshop aimed at uncovering risks and opportunities for product-market combinations.

Result

Partly based on our opinion, AD News Media decided to adapt the concept so it would be more accessible for a wider audience. Too much focus on own specific target group threatened to lead to an unwanted change in the image of AD as a whole. The concept was launched in mid-2007, in both newspaper as on the website.

www.ad.nl