Bloomberg Media on Thursday debuted “The Contextualist”, the latest chapter in its “Context Changes Everything” brand platform. The ongoing campaign is designed to emphasize the value of Bloomberg.com and the Bloomberg app for global business and government leaders.
Oscar-nominated director Brady Corbet of magna studios made his commercial directing debut with this campaign. A play on the title of his Oscar-winning film, The Brutalist, “The Contextualist” comprises three spots: The Price of Tea in China takes a well-known idiom and unpacks its complexity as an international business story in a 30-second journey, followed by Bird in the Hand, and Rising Tides. The “Context” campaign continues to be developed in collaboration with agency Wieden+Kennedy New York.
“‘Context Changes Everything’ has become an important rallying point with consumers to remind them what’s unique about Bloomberg as we continue to double down on global news coverage for them,” said Julia Beizer, chief operating officer, Bloomberg Media, in a statement. “‘The Contextualist’ moves the brand forward by personifying the prevailing ideas of intellect, curiosity and ambition. We’ve gained more than 100,000 subscribers in the time since we first launched the campaign in September 2023, and it remains an important driving element of our investment to continue growing and engaging subscribers in the years to come.”
“As my directorial debut in the world of advertisement, I’m proud of this work for Bloomberg and how it addresses the importance of context in today’s information landscape,” said Corbet, also in a statement. “With the volume and speed of information in every news cycle, it’s more important than ever to connect the dots and dig deeper. I'm excited for audiences to see how we've brought this campaign to life.”
The campaign debuts with a global full-funnel digital strategy, including contextual connected TV placements on such platforms as Disney, Amazon and YouTube in the US, UK and Singapore. The campaign also has a digital out of home (DOOH) component in marquee New York City locations such as JFK’s Terminal 4 and the subway – as well as in Boston, Chicago, Atlanta. The campaign also will span audio platforms, including Amazon and Spotify. and connect to our content marketing strategy across all social platforms including Meta and Reddit.
"Now more than ever, having a nuanced understanding of how global narratives influence one another is super important. This next chapter of 'Context Changes Everything' highlights just how critical context is through the lens of familiar financial idioms and how their meanings can be reexamined. And having Brady Corbet, who brought his visual expertise and craft to the table, direct these films really helped communicate this message in a meaningful way," said Will Binder, creative director, W+K New York
Bloomberg Media has added 109,000 subscribers since the launch of the “Context Changes Everything” campaign in September 2023 and now reaches 630,000-plus total subscribers worldwide through February 2025. The brand followed in January and May 2024 with its next wave of spots as well as the “Music in the Markets” chapter which launched in September 2024.
