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Michael Moore

basics
Industry: Media & Publishing
Media:TV & Cinema
Market:United Kingdom
Language:English
Style: Minimalism
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
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