Título | Gastro Pub |
Agencia | Targetbase Claydon Heeley |
Campaña | Fresh / The Guardian Integrated Campaign |
Anunciante | Guardian Media Group |
Marca | The Guardian |
Posted | Julio 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 | 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 |
Director creativo | Justin Tindall |
Director creativo | Adam Tucker |