CQ Roll Call

building influence

Following The Economist's acquisition of CQ and Roll Call—two important media entities in Washington politics—we were engaged to bring clarity to the confusion caused by the merger. We created a single, unified brand that reinforced the publications' increasing influence in Washington. The resulting campaign built awareness of the merger externally and helped rally people around a common purpose internally.

what we did

Brand positioning
Visual identity
Advertising
Microsite
Email marketing
Messaging platform

Brand foundation

In talking with the people who use CQ Roll Call products and tools, we found that they relied on CQ Weekly and CQ Today to keep up on important developments in legislation. Their readers weren’t just average people with an interest in politics—these were the most powerful people in Washington. We built an entire campaign around this insight to send a clear message: for legislators, these publications are crucial tools, and for advertisers, this is where you want to be to get your message in front of those that matter.

Print ad:

�Informing the Influential� speaks to both readers and advertisers who want to get their message to those that matter.

Sitelet:

Powerful statistics appeal to advertisers.

Advertising sitelet

We drove advertisers to a single online destination where the various properties of CQ Roll Call were merchandised coherently and the benefits of each could easily be seen.

Architecture:

The Economist brand plays a supporting role.

Brand architecture

To maintain their reputation as a non-partisan information source in Washington, we brought the strengths of the CQ and Roll Call brands to the forefront and let The Economist brand have a more supporting role.

Results

The overall campaign was a tremendous success. Advertisers quickly responded to CQ Roll Call’s newly established position and identity, and internal stakeholders became energized around a clearly defined purpose. Web and banner advertising was also successful—driving a significant increase in traffic to the corporate homepage.