Justin Tindall
Group Chief Creative Officer at M&C Saatchi
London, Großbritannien
TitelGastro Pub
Agentur
Kampagne Fresh / The Guardian Integrated Campaign
Werbende Guardian Media Group
Marke The Guardian
PostedJuli 2004
Produkt The Guide
Geschäftsbereich Zeitungen, Zeitschriften, Bücher
Philosophie In January 2001, a new communications strategy was introduced that broke with convention. Whilst the orthodoxy dictated two tiers to communications, one brand-building, the other response-based, the campaign that was created did both jobs at the same time.
Problem Between 1995 and 2001, The Guardian had been losing share in a declining category.
Ergebnis As a result, share increased swiftly and dramatically and overall circulation actually grew.
Medientyp Presse & Publikationen
Länge
Markt Großbritannien
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