Peter Mould
Head of Art & Design at Loop Corp
London, Reino Unido
TítuloUHEH?
Agencia
Campaña Fresh / The Guardian Integrated Campaign
Anunciante Guardian Media Group
Marca Guardian
PostedJulio 2004
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
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

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