Başlık | Badly Drawn Boy |
Haftanın | adam&eveDDB |
Kampanya | Fresh / The Guardian Integrated Campaign |
Reklamcı | Guardian Media Group |
Marka | The Guardian |
Posted | Ağustos 2004 |
Sektör | Newspapers, Magazines, Books |
felsefe | 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. |
Sorun | Between 1995 and 2001, The Guardian had been losing share in a declining category. |
Sonuç | As a result, share increased swiftly and dramatically and overall circulation actually grew. |
Medya Türü | Television |
Süre | |
Market | United Kingdom |
Strateji Planlama | Alistair Crawford |
Strateji Planlama | Andrew Perkins |
Econometrician | David Bassett |
Econometrician | Les Binet |
Müşteri Temsilcisi | Annabelle Borthwick |
Müşteri Temsilcisi | Matthew Law |
Reklam Sorumlusu | Marc Sands |