Title | Wife |
Agency | adam&eveDDB |
Campaign | Fresh / The Guardian Integrated Campaign |
Advertiser | Guardian Media Group |
Brand | Guardian |
Posted | July 2004 |
Business Sector | Newspapers, Magazines, Books |
Philosophy | 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. |
Problem | Between 1995 and 2001, The Guardian had been losing share in a declining category. |
Result | As a result, share increased swiftly and dramatically and overall circulation actually grew. |
Media Type | Radio |
Length | |
Market | United Kingdom |
Art Director | Justin Tindall |
Art Director | Peter Heyes |
Art Director | Leslie Ali |
Art Director | Grant Parker |
Art Director | Andre Hull |
Art Director | Matt Joiner |
Art Director | Feargal Ballance |
Art Director | Steve Yorke |
Art Director | Amber Casey |
Copywriter | Adam Tucker |
Copywriter | Matt Lee |
Copywriter | Andrew Fraser |
Copywriter | Patrick McClelland |
Copywriter | Lee Sunter |
Copywriter | Matt Powell-Perry |
Copywriter | Dylan Harrison |
Copywriter | Lee Boulton |
Copywriter | Dan Hubert |
Photographer | James Day |
Photographer | Wayne Parker |
Photographer | Steve Rochford |
Typographer | Peter Mould |
Typographer | Kevin Clarke |
Creative Director | Andrew Fraser |