标题 | Excuses |
广告公司 | adam&eveDDB |
广告战役 | Fresh / The Guardian Integrated Campaign |
广告主 | Guardian Media Group |
品牌 | Guardian |
Posted | 7月 2004 |
行业领域 | 报纸、杂志、书籍 |
哲学 | 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. |
问题 | Between 1995 and 2001, The Guardian had been losing share in a declining category. |
结果 | As a result, share increased swiftly and dramatically and overall circulation actually grew. |
媒体类别 | 广播 |
长度 | |
市场 | 英国 |
美术指导 | Justin Tindall |
美术指导 | Peter Heyes |
美术指导 | Leslie Ali |
美术指导 | Grant Parker |
美术指导 | Andre Hull |
美术指导 | Matt Joiner |
美术指导 | Feargal Ballance |
美术指导 | Steve Yorke |
美术指导 | Amber Casey |
文案 | Adam Tucker |
文案 | Matt Lee |
文案 | Andrew Fraser |
文案 | Patrick McClelland |
文案 | Lee Sunter |
文案 | Matt Powell-Perry |
文案 | Dylan Harrison |
文案 | Lee Boulton |
文案 | Dan Hubert |
摄影师 | James Day |
摄影师 | Wayne Parker |
摄影师 | Steve Rochford |
Typographer | Peter Mould |
Typographer | Kevin Clarke |
创意总监 | Andrew Fraser |