BrandCottage and The Farm Create New USA TODAY Advertising Campaign, "What America Wants"

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USA TODAY chooses agile independent creative agencies to launch multimedia campaign to tout news company's continued leadership and connection with readers.

USA TODAY: "What America Wants" campaign

In the multimedia world, strong ideas, flexibility and speed are crucial -- all strengths of our small but experienced agencies.

Brand Cottage, a media strategy firm, and The Farm, a creative advertising and production services agency, today announced the creation of a new USA TODAY campaign, "What America Wants."

Starting today, the multimedia campaign targets advertisers and media buyers and emphasizes USA TODAY’s continued leadership role and connection with its readers as a multimedia news company. The campaign touts the advertising power of the print edition, with the largest newspaper circulation in the country, and the award-winning USA TODAY mobile application that has received rave reviews from iPhone users.

The campaign is running print and online advertising in industry trades such as Mashable, Adage, Adweek, Brandweek, Mediaweek, TechCrunch and Ads will also appear on television, on social media properties such as Facebook and LinkedIn, and on screens in high-rise elevators through Captivate.

Campaign components also include guerrilla marketing and social media tactics, including the expansion of USA TODAY’s Media Lounge, providing marketing updates, media industry chatter, company news and a direct connection to advertising opportunities at USA TODAY. A newly launched Facebook tab creates an additional online community for the advertising industry.

“We are humbled to be an integral part of the USA TODAY brand initiative,” said Patricia Wilson, the founder and president of BrandCottage. “In this day and age, when consumers have more media choices than ever, USA TODAY remains a leader in print, on the desktop and on mobile devices for people on the go.”

“BrandCottage and The Farm demonstrated that they understood our brand and are willing to be nimble and creative – throughout the process,” said Susan Lavington, the senior vice president of marketing at USA TODAY. “They’ve proven to be valuable assets.”

“In the multimedia world, strong ideas, flexibility and speed are crucial – all strengths of our small, but experienced agencies,” said Sharon Rapoport, the co-founder and creative director of The Farm. “We are excited to be working shoulder-to-shoulder with USA TODAY on this project.”

About BrandCottage
BrandCottage is a media marketing company that is passionate about achieving measurable advertising and social media engagement goals for its clients. Companies such as Farm Rich, Johnston & Murphy, Mellow Mushroom, Ted’s Montana Grill and USA TODAY turn to BrandCottage to make the most of their media planning dollars in a multimedia world with many options. For more information, visit

About The Farm
The Farm, with offices in New York and Virginia, is a creative services and production company specializing in advertising, branding, television commercials and programming production, Web design, corporate marketing and strategic services. For more information, visit

USA TODAY was founded in 1982 with a mission to serve as a forum for better understanding and unity to help make the USA truly one nation. Through its flagship newspaper and popular Web site, USA TODAY engages the national conversation and connects readers online through social media applications, USA TODAY, the nation’s number one newspaper in print circulation with a total average daily print circulation of nearly 1.9 million, and, an award-winning newspaper Web site that launched in 1995, reach a combined 6.1 million readers daily. The USA TODAY news and information brand also includes: USA TODAY Education, USA TODAY Mobile and USA TODAY Sports Weekly. USA TODAY is owned by Gannett Co., Inc. (NYSE: GCI).


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Barry Lawrence
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