Bloomberg Media Introduces The Contextualist Campaign Directed by Brady Corbet

The Contextualist, the newest chapter in Bloomberg Media’s 'Context Changes Everything' brand platform, debuts today, creatively distinguishing Bloomberg.com and the Bloomberg app subscription’s value for global business and government leaders. The new concept builds on the campaign’s foundation of context – the power of Bloomberg’s journalism to draw deft connections between its wealth of news, insights and data in every corner of the world. 

Golden Globe and BAFTA-award winning director, Brady Corbet of magna studios directed three new spots for the campaign in his debut directing brand commercials. The Price of Tea in China takes a well-known and seemingly simple idiom and unpacks its complexity as an international business story in a 30-second journey. Bird in the Hand, and Rising Tides follow. The 'Context' campaign continues to be developed in collaboration with the 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, COO, Bloomberg Media. “‘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,” added Brady Corbet, of magna studios. “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.” 

"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 re-examined. 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

The campaign will debut with a global full funnel digital strategy including contextual CTV placements (Disney, Amazon, YouTube) in the US, UK and Singapore as well as digital out of home (DOOH) campaign in marquee New York City locations – JFK’s Terminal 4 and the subway – as well as Boston, Chicago and Atlanta. The campaign will also span audio (Amazon, Spotify) and connect to content marketing strategy across all social platforms including Meta and Reddit.

Bloomberg Media has added 110,000 active subscribers since the launch of the 'Context Changes Everything' campaign in September 2023 and now reaches 630,000+ total subscribers worldwide (through February 2025). The brand followed in January and May 2024 with its next wave of spots as well as the critically-acclaimed 'Music in the Markets' chapter which launched in September 2024. The 'Context Changes Everything' campaign won two INMA (International News Media Association) Awards in Summer 2024 for 'Best in North America' and 'Best Brand Awareness Campaign'.