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Newspapers are ‘totally engaging and very effective’ – Pablo Del Campo

Newspapers are ‘totally engaging and very effective’ – Pablo Del Campo

Saatchi & Saatchi worldwide creative director Pablo Del Campo backs Sir Martin Sorrell's comments at this year's Cannes Lions, saying print media is more powerful than people realise.

Speaking to The Australian, Del Campo suggested that the industry has been "seduced" by digital media because it is new, "not necessarily because it's more effective".

He believes print media has become even more premium as a result, because readers are more engaged, which supports Sorrell's point of view. During the same festival, the WPP chief executive said: "There's some really strong evidence that engagement with traditional print is greater than that engagement with so-called 'new media'.

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