try putting ADVANCED in the same condensed font at the company logo provided in the brief. It almost made it top 10 and want see if this changes things for him.
Go back to original and change Advanced only to match this. Provide a 2nd option and change the font of Advanced so it does not match exactly to the font in News. I would also make it blue.
I like the megaphone idea for News. But also adding a treatment to Advanced feels like 2 logos. Just let Advanced be a font with no treatment. And a different font than News vs. matching.
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