Titulo | Afro Brush |
Agência | Targetbase Claydon Heeley |
Campanha | Fresh / The Guardian Integrated Campaign |
Anunciante | Guardian Media Group |
Marca | The Guardian |
Posted | Julho 2004 |
Produto | The Guide |
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 | Justin Tindall |
Director de arte | Peter Heyes |
Director de arte | Leslie Ali |
Director de arte | Grant Parker |
Director de arte | Andre Hull |
Director de arte | Matt Joiner |
Director de arte | Feargal Ballance |
Director de arte | Steve Yorke |
Director de arte | Amber Casey |
Redator | Adam Tucker |
Redator | Matt Lee |
Redator | Andrew Fraser |
Redator | Patrick McClelland |
Redator | Lee Sunter |
Redator | Matt Powell-Perry |
Redator | Dylan Harrison |
Redator | Lee Boulton |
Redator | Dan Hubert |
Fotógrafo | James Day |
Fotógrafo | Wayne Parker |
Fotógrafo | Steve Rochford |
Tipógrafo | Peter Mould |
Tipógrafo | Kevin Clarke |
Director criativo | Andrew Fraser |
Planeador | Alistair Crawford |
Planeador | Andrew Perkins |
Head of Insight | Graham Fowles |
Econometrician | David Bassett |
Econometrician | Les Binet |
Account Manager | Annabelle Borthwick |
Account Manager | Matthew Law |
Director de publicidade | Marc Sands |
Director criativo | Grant Parker |
Director criativo | Patrick McClelland |