Peter Mould
Head of Design at 12Foot6
London, Reino Unido
TítuloGastro Pub
Agencia
Campaña Fresh / The Guardian Integrated Campaign
Anunciante Guardian Media Group
Marca The Guardian
PostedJulio 2004
Producto The Guide
Sector Empresarial Periódicos, revistas, libros
Filosofía 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.
Medio Prensa y publicaciones
Duración
Mercado Reino Unido
Director artístico
Director artístico
Director artístico
Director artístico
Director artístico
Director artístico
Director artístico
Director artístico
Director artístico
Responsable de conceptos / redactor
Responsable de conceptos / redactor
Responsable de conceptos / redactor
Responsable de conceptos / redactor
Responsable de conceptos / redactor
Responsable de conceptos / redactor
Responsable de conceptos / redactor
Responsable de conceptos / redactor
Responsable de conceptos / redactor
Fotógrafo
Fotógrafo
Fotógrafo
Tipógrafo
Tipógrafo
Director creativo
Planificador de cuentas
Planificador de cuentas
Head of Insight
Econometrician
Econometrician
Responsable de cuentas de agencia
Responsable de cuentas de agencia
Director de publicidad
Director creativo
Director creativo

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