Guardian - “UHEH?”
Guardian Media Group
|Agency||Adam & Eve DDB|
|Advertiser||Guardian Media Group|
|Product Category||Newspapers, Magazines, Books|
|Campaign Name||Fresh / The Guardian Integrated Campaign|
|Country of Production||United Kingdom|
||D&AD Awards / Yellow Pencil, 2004 (Silver Award) for Integrated Communications: Integrated Advertising|
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.
Between 1995 and 2001, The Guardian had been losing share in a declining category.
As a result, share increased swiftly and dramatically and overall circulation actually grew.