Titel | It is are you? |
Agentur | adam&eveDDB |
Kampagne | Fresh / The Guardian Integrated Campaign |
Werbende | Guardian Media Group |
Marke | The Guardian |
Posted | August 2004 |
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 | Fernsehen |
Länge | |
Markt | Großbritannien |
Etat-Planer | Alistair Crawford |
Etat-Planer | Andrew Perkins |
Econometrician | David Bassett |
Econometrician | Les Binet |
Kundenbetreuer | Annabelle Borthwick |
Kundenbetreuer | Matthew Law |
Werbeleiter | Marc Sands |