Michael Moore
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basics | |
Industry: | Media & Publishing |
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Media: | TV & Cinema |
Market: | United Kingdom |
Language: | English |
descriptioncnen |
Between 1995 and 2001, The Guardian had been losing share in a declining category. Philosophy/Solution 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. Results As a result, share increased swiftly and dramatically and overall circulation actually grew. |
credit | |
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Other credit: | Account Planner Alistair Crawford, Andrew Perkins Advertising Manager Marc Sands Econometrician David Bassett Econometrician Les Binet |
awards | |
![]() | D&AD 2004 Silver Integrated Communications: Integrated Advertising |
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![]() | IPA Effectiveness Awards 2004 Silver Award |
![]() | British Arrows 2004 Bronze Newspapers |
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