Michael Moore
| share |
| Post comment |
| basics | |
| Industry: | Media & Publishing |
|---|---|
| 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 | |
| Brand: | |
|---|---|
| Agency: | |
| Account Manager: | |
| 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 |
|---|---|
 | IPA Effectiveness Awards 2004 Silver Award |
 | British Arrows 2004 Bronze Newspapers |
Latest Updated
Loading... Sponsor
