Joe Fernandez

News reporter


How The Huffington Post experimented digitally to attract readers

Joe Fernandez

When AOL spent $315m (£195m) buying The Huffington Post in February, it set out a high goal of creating “a premier global, national, local, and hyper-local content group for the digital age”. So in order to recruit readers for its UK site, which launched in July, it had to prove its digital credentials and create […]


How Shelter avoided melodrama to push crucial festive message

Joe Fernandez

Christmas is the time for festive cheer, religious observation and charitable efforts. Yet with so may worthy causes thrust into the spotlight, it can be difficult to determine where donations would be best served. Ads become crucial to driving the coffers for those less well off. Christmas is the time for festive cheer, religious observation […]


Totaljobs offers youth unemployed a helping hand

Joe Fernandez

With youth unemployment rising sharply – by 78,000 to 973,000 – according to the latest Office for National Statistics figures, UM London explains how client totaljobs is positioning itself as a “helping hand” to the young out of work. recently launched the second phase of its “It’s not luck, it’s” television and radio […]


How the Old Spice hunk took over the world

Joe Fernandez

It’s hard to miss the dulcet tones that introduce audiences with the now infamous “Hello Ladies” line in the multiple Pitch Blades Award winning Old Spice series of commercials, The Man Your Man Could Smell Like by Wieden + Kennedy (W+K). But just in case you were living under a rock, the Old Spice commercial […]


Plenty brings back Juan Sheet

Joe Fernandez

brightcove.createExperiences(); Plenty’s brand ambassador Juan Sheet is to return to UK television screens in a new advert for the household towel brand. Created by Publicis London, the advert, “Juan Sheet and the Pretty Bride”, shows Juan Sheet attempting to save a bride’s wedding dress from a potentially disastrous spill at a reception. Carat handled media […]