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Aid$

Aid$ | The Guardian | Targetbase Claydon Heeley
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basics
Industry: Media & Publishing
Media:Print
Market:United Kingdom
Style: Minimalism
descriptioncnen
Between 1995 and 2001, The Guardian had been losing share in a declining category.




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.




As a result, share increased swiftly and dramatically and overall circulation actually grew.




Drug company greed and the crisis in Africa.
credit
Brand:
Agency:
Creative Director:
Copywriter:
Art Director:
Photography:
Typographer:
Account Manager:
Other credit:Account Planner: Alistair Crawford, Andrew Perkins
Advertising Manager: Marc Sands
Head of Insight :Graham Fowles
Econometrician :David Bassett
Econometrician :Les Binet
awards
D&AD 2004
Silver
Integrated Communications: Integrated Advertising
IPA Effectiveness Awards 2004
Silver Award
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