Justin Tindall
Group Chief Creative Officer at M&C Saatchi
London, Regno Unito
TitoloCoathanger
Agenzia
Campagna Fresh / The Guardian Integrated Campaign
Cliente Guardian Media Group
Marca Guardian
PostedLuglio 2004
Settore Giornali, Libri, Periodici
Filosofia 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.
Risultato As a result, share increased swiftly and dramatically and overall circulation actually grew.
Tipo di Media Stampa e stampati
Market Regno Unito
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