Andrew Fraser
Editor at Tourism New Zealand
Pyrmont, Austrália
TituloMichael Moore
Agência
Campanha Fresh / The Guardian Integrated Campaign
Anunciante Guardian Media Group
Marca The Guardian
PostedJulho 2004
Sector Empresarial Jornais, revistas e livros
Filosofia 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.
Problema Between 1995 and 2001, The Guardian had been losing share in a declining category.
Resultado As a result, share increased swiftly and dramatically and overall circulation actually grew.
Tipo de Mídia Imprensa e publicações
Mercado Reino Unido
Director de arte
Director de arte
Director de arte
Director de arte
Director de arte
Director de arte
Director de arte
Director de arte
Director de arte
Redator
Redator
Redator
Redator
Redator
Redator
Redator
Redator
Redator
Fotógrafo
Fotógrafo
Fotógrafo
Tipógrafo
Tipógrafo
Director criativo
Director de arte
Director de arte
Director de arte
Director de arte
Director de arte
Director de arte
Director de arte
Director de arte
Director de arte
Redator
Redator
Redator
Redator
Redator
Redator
Redator
Redator
Redator
Fotógrafo
Fotógrafo
Fotógrafo
Tipógrafo
Tipógrafo
Director criativo
Planeador
Planeador
Head of Insight
Econometrician
Econometrician
Account Manager
Account Manager
Director de publicidade

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