Al Jazeera

Bringing topics to light that often go under-reported - Al Jazeera aims to give a ‘voice to the voiceless’

Reaching more than 270 million households in over 140 countries across the globe, Al Jazeera viewers want to be kept informed, inspired and entertained.

Back in 2011 MWI were tasked with changing perceptions of Al Jazeera’s coverage as Arab-centric to a truly global service through press, online and a multi-format poster campaign on London underground.


By adopting a new creative direction, MWI worked to create a shift in brand and advertising awareness, brand perception and build an extended audience base. Using a combination of digital and offline strategies, the new look evolved into a series of story-telling adverts to better represent Al Jazeera’s journalism using their varied and attention-grabbing library of images. 

The nature of Al Jazeera’s business requires us to respond instantly to emerging news stories and has seen us buying media from Canada to Indonesia. However, more than that, we needed to understand how to tell the story of their business in a new and engaging way.  


In the 5 years since our first collaboration with the international news agency Al Jazeera, the brand has grown from strength to strength, launching into new markets and reaching new audiences. This project secured the Panpa Advertising & Marketing Award for the most effective advertising campaign and is a project that we are immensely proud of.

“Al Jazeera has a reputation as one of the world’s most respected news and current affairs channels and their advertising is now representative of that because it tells a story across all media channels.”

Steve Talbot, Managing Director MWI

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