|Agency||Targetbase Claydon Heeley|
|Campaign||Fresh / The Guardian Integrated Campaign|
|Advertiser||Guardian Media Group|
|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.|
|Art Director||Justin Tindall|
|Art Director||Peter Heyes|
|Art Director||Leslie Ali|
|Art Director||Grant Parker|
|Art Director||Andre Hull|
|Art Director||Matt Joiner|
|Art Director||Feargal Ballance|
|Art Director||Steve Yorke|
|Art Director||Amber Casey|
|Creative Director||Andrew Fraser|
|Account Planner||Alistair Crawford|
|Account Planner||Andrew Perkins|
|Head of Insight||Graham Fowles|
|Account Manager||Annabelle Borthwick|
|Account Manager||Matthew Law|
|Advertising Manager||Marc Sands|
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