The Week Cuts Through Noise of Doomscrolling

The Week has soft launched its new global positioning ‘Because the news needs a curator’ developed in partnership with the Orange Panther Collective (OPC).

This new approach shines a light on what makes The Week truly unique; its focus on reviewing the top global news sources and, through the filter of its award winning editors, honing it down to the most interesting parts. Thus enabling readers to sidestep the tornado of information and updates that demand your attention, 24/7.

Simon Hewitt, founder of OPC commented, “Never has there been a greater need for a brand to help you cut through the noise of the always on news landscape, with all its bias and bombastic claims, than today. The brilliance of The Week is how it takes the time, effort and the skill to curate all the bits worth reading and show it from all sides of the argument, so you can get a perfect distillation of the news that’s worth reading in one simple go. What a brilliant brief.”

Harry Haydon, brand director at The Week added, “When The Week launched in 1995, the news landscape was much simpler but there was still a need for a publication that could review all the other publications and give you all the points of view on the most important stories, in one digestible place. But now, with the endless stream of news, both reliable and clickbait, the obsession with always on and the thousands of sources, it's getting overwhelming. So our brand has a greater role than ever. What we needed was the keen, strategic focus of the OPC and their brilliant way of turning strategy into compelling creative to help us land this new campaign.”

Nigel Roberts, creative partner at OPC also commented, “There’s not enough room in your head for all of the bombardment of news and all kinds of rubbish pretending to be news. But the people who read The Week have an easier and less attention-draining way of getting a good and arguably clearer understanding of what’s what. So they get to spend more of their time and attention on other things. Right now, the campaign’s only a soft launch, but it’s a big and fruitful idea, and there should be more to follow soon."