Заголовок | Badly Drawn Boy |
Агентство | adam&eveDDB |
Кампания | Fresh / The Guardian Integrated Campaign |
Рекламодатель | Guardian Media Group |
Бренд | The Guardian |
Posted | Август 2004 |
Бизнес сектор | Газеты, журналы, книги |
философия | 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. |
Проблема | Between 1995 and 2001, The Guardian had been losing share in a declining category. |
Результат | As a result, share increased swiftly and dramatically and overall circulation actually grew. |
Тип медиа | Телевидение |
Длина | |
Рынок | United Kingdom |
Планировщик счета | Alistair Crawford |
Планировщик счета | Andrew Perkins |
Econometrician | David Bassett |
Econometrician | Les Binet |
Специалист по работе с заказчиками | Annabelle Borthwick |
Специалист по работе с заказчиками | Matthew Law |
Менеджер по рекламе | Marc Sands |