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The Guardian - “Big Brother Surveillance”
Guardian Media Group| Title | Big Brother Surveillance |
| Agency | Adam & Eve DDB |
| Advertiser | Guardian Media Group |
| Brand | The Guardian |
| Product Category | Newspapers, Magazines, Books |
| Campaign Name | Fresh / The Guardian Integrated Campaign |
| Market | United Kingdom |
| Country of Production | United Kingdom |
| Language | English |
| Media Type | Television |
| Length | 30 Seconds |
| Awards | IPA Effectiveness Awards, 2004 (Silver) for |
| Account Planner | Alistair Crawford |
| Account Planner | Andrew Perkins |
| Account Manager | Annabelle Borthwick |
| Account Manager | Matthew Law |
| Advertising Manager | Marc Sands |
| Econometrician | David Bassett |
| Econometrician | Les Binet |
Concept
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.