Titulo | Go Promo |
Agência | adam&eveDDB |
Campanha | Fresh / The Guardian Integrated Campaign |
Anunciante | Guardian Media Group |
Marca | The Guardian |
Posted | Agosto 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 | Televisão |
Comprimento | |
Mercado | Reino Unido |
Planeador | Alistair Crawford |
Planeador | Andrew Perkins |
Econometrician | David Bassett |
Econometrician | Les Binet |
Account Manager | Annabelle Borthwick |
Account Manager | Matthew Law |
Director de publicidade | Marc Sands |