Titel | Coathanger |
Agentur | adam&eveDDB |
Kampagne | Fresh / The Guardian Integrated Campaign |
Werbende | Guardian Media Group |
Marke | Guardian |
Posted | Juli 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 | Presse & Publikationen |
Markt | Großbritannien |
Art Director | Justin Tindall |
Art Director | Peter Heyes |
Art Director | Leslie Ali |
Art Director | Grant Parker |
Art Director | Andre Hull |
Art Director | Matt Joiner |
Art Director | Feargal Ballance |
Art Director | Steve Yorke |
Art Director | Amber Casey |
Texter | Adam Tucker |
Texter | Matt Lee |
Texter | Andrew Fraser |
Texter | Patrick McClelland |
Texter | Lee Sunter |
Texter | Matt Powell-Perry |
Texter | Dylan Harrison |
Texter | Lee Boulton |
Texter | Dan Hubert |
Fotograf | James Day |
Fotograf | Wayne Parker |
Fotograf | Steve Rochford |
Typograf | Peter Mould |
Typograf | Kevin Clarke |
Creative Director | Andrew Fraser |