The Newspaper Marketing Agency is an independent body funded by the UK’s national newspapers. Its aim is to make advertisers and their advisers more aware of the true potential of newspapers as an effective advertising medium. The site can be visited at www.nmauk.co.uk. To launch the NMA, Zentropy created a communication idea that would work as an online motion graphics piece intended to introduce the NMA to their key congregation of industry and government figures. Our brief was to push newspaper advertising up the creative agenda with an animation that builds upon the theme of 'Opening up Newspapers'.