| Título | Food Part Work Bin |
| Agencia | Targetbase Claydon Heeley |
| Campaña | Fresh / The Guardian Integrated Campaign |
| Anunciante | Guardian Media Group |
| Marca | The Guardian |
| Posted | May 2005 |
| 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 | Exterior |
| Mercado | Reino Unido |
| Director artístico | Justin Tindall |
| Director artístico | Peter Heyes |
| Director artístico | Leslie Ali |
| Director artístico | Grant Parker |
| Director artístico | Andre Hull |
| Director artístico | Matt Joiner |
| Director artístico | Feargal Ballance |
| Director artístico | Steve Yorke |
| Director artístico | Amber Casey |
| Responsable de conceptos / redactor | Adam Tucker |
| Responsable de conceptos / redactor | Matt Lee |
| Responsable de conceptos / redactor | Andrew Fraser |
| Responsable de conceptos / redactor | Patrick McClelland |
| Responsable de conceptos / redactor | Lee Sunter |
| Responsable de conceptos / redactor | Matt Powell-Perry |
| Responsable de conceptos / redactor | Dylan Harrison |
| Responsable de conceptos / redactor | Lee Boulton |
| Responsable de conceptos / redactor | Dan Hubert |
| Fotógrafo | James Day |
| Fotógrafo | Wayne Parker |
| Fotógrafo | Steve Rochford |
| Tipógrafo | Peter Mould |
| Tipógrafo | Kevin Clarke |
| Director creativo | Andrew Fraser |
| Director artístico | Justin Tindall |
| Director artístico | Peter Heyes |
| Director artístico | Leslie Ali |
| Director artístico | Grant Parker |
| Director artístico | Andre Hull |
| Director artístico | Matt Joiner |
| Director artístico | Feargal Ballance |
| Director artístico | Steve Yorke |
| Director artístico | Amber Casey |
| Responsable de conceptos / redactor | Adam Tucker |
| Responsable de conceptos / redactor | Matt Lee |
| Responsable de conceptos / redactor | Andrew Fraser |
| Responsable de conceptos / redactor | Patrick McClelland |
| Responsable de conceptos / redactor | Lee Sunter |
| Responsable de conceptos / redactor | Matt Powell-Perry |
| Responsable de conceptos / redactor | Dylan Harrison |
| Responsable de conceptos / redactor | Lee Boulton |
| Responsable de conceptos / redactor | Dan Hubert |
| Fotógrafo | James Day |
| Fotógrafo | Wayne Parker |
| Fotógrafo | Steve Rochford |
| Tipógrafo | Peter Mould |
| Tipógrafo | Kevin Clarke |
| Director creativo | Andrew Fraser |
| Planificador de cuentas | Alistair Crawford |
| Planificador de cuentas | Andrew Perkins |
| Head of Insight | Graham Fowles |
| Econometrician | David Bassett |
| Econometrician | Les Binet |
| Responsable de cuentas de agencia | Annabelle Borthwick |
| Responsable de cuentas de agencia | Matthew Law |
| Director de publicidad | Marc Sands |
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