Titre | Go Promo |
Agence | adam&eveDDB |
Campagne | Fresh / The Guardian Integrated Campaign |
Annonceur | Guardian Media Group |
Marque | The Guardian |
Mise en ligne | Août 2004 |
Secteur d'activité | Journaux, magazines, livres |
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. |
Problème | Between 1995 and 2001, The Guardian had been losing share in a declining category. |
Résultat | As a result, share increased swiftly and dramatically and overall circulation actually grew. |
Type de média | Télévision |
Longueur | |
Marché | Royaume-Uni |
Planneur | Alistair Crawford |
Planneur | Andrew Perkins |
Econometrician | David Bassett |
Econometrician | Les Binet |
Responsable de budget agence | Annabelle Borthwick |
Responsable de budget agence | Matthew Law |
Responsable de la publicité (annonceur) | Marc Sands |