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adam&eveDDB Creative Work

TitleFree Thinkers
Campaign Fresh / The Guardian Integrated Campaign
Advertiser Guardian Media Group
Brand The Guardian
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 Television
Market United Kingdom
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