Feargal Ballance
Creative Partner at adam&eveDDB
London, United Kingdom
TitleAfro Brush
Agency
Campaign Fresh / The Guardian Integrated Campaign
Advertiser Guardian Media Group
Brand The Guardian
PostedJuly 2004
Product The Guide
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 Print
Market United Kingdom
Art Director
Art Director
Art Director
Art Director
Art Director
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Art Director
Copywriter
Copywriter
Copywriter
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Copywriter
Photographer
Photographer
Photographer
Typographer
Typographer
Creative Director
Account Planner
Account Planner
Head of Insight
Econometrician
Econometrician
Account Manager
Account Manager
Advertising Manager
Creative Director
Creative Director

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