Title | Big Brother Surveillance |
Agency | adam&eveDDB |
Campaign | Fresh / The Guardian Integrated Campaign |
Advertiser | Guardian Media Group |
Brand | The Guardian |
Posted | August 2004 |
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 |
Length | |
Market | United Kingdom |
Account Planner | Alistair Crawford |
Account Planner | Andrew Perkins |
Econometrician | David Bassett |
Econometrician | Les Binet |
Account Manager | Annabelle Borthwick |
Account Manager | Matthew Law |
Advertising Manager | Marc Sands |