| Título | Go Promo |
| Agencia | adam&eveDDB |
| Campaña | Fresh / The Guardian Integrated Campaign |
| Anunciante | Guardian Media Group |
| Marca | The Guardian |
| Posted | Agosto 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 | Televisión |
| Duración | |
| Mercado | Reino Unido |
| Planificador de cuentas | Alistair Crawford |
| Planificador de cuentas | Andrew Perkins |
| 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 |
Más creaciones
VER TODOFood Part Work Bin
- MARCA:
- The Guardian
- AGENCIA:
- Targetbase Claydon Heeley
Big Brother Surveillance
- MARCA:
- The Guardian
- AGENCIA:
- adam&eveDDB
Spud Gun
- MARCA:
- The Guardian
- AGENCIA:
- adam&eveDDB
It is are you?
- MARCA:
- The Guardian
- AGENCIA:
- adam&eveDDB
Free Thinkers
- MARCA:
- The Guardian
- AGENCIA:
- adam&eveDDB
Badly Drawn Boy
- MARCA:
- The Guardian
- AGENCIA:
- adam&eveDDB
Gastro Pub
- MARCA:
- The Guardian
- AGENCIA:
- Targetbase Claydon Heeley
Michael Moore
- MARCA:
- The Guardian
- AGENCIA:
- Targetbase Claydon Heeley
Afro Brush
- MARCA:
- The Guardian
- AGENCIA:
- Targetbase Claydon Heeley