adam&eveDDB London, United Kingdom Advertising / Full Service / Integrated

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adam&eveDDB Creative Work

Title "Go Promo"
Agency adam&eveDDB
Campaign Fresh / The Guardian Integrated Campaign
Advertiser Guardian Media Group
Brand The Guardian
Business Sector Newspapers, Magazines, Books
LanguageEnglish
Problem Between 1995 and 2001, The Guardian had been losing share in a declining category.
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.
Result As a result, share increased swiftly and dramatically and overall circulation actually grew.
Media Type Television
Length30 seconds
Market United Kingdom
Account Planner Mr. Alistair Crawford
Account Planner Mr. Andrew Perkins
Account Manager Ms. Annabelle Borthwick
Account Manager Mr. Matthew Law
Advertising Manager Mr. Marc Sands
Econometrician Mr. David Bassett
Econometrician Mr. Les Binet

Recent Work