| 标题 | Aid$ |
| 广告公司 | Targetbase Claydon Heeley |
| 广告战役 | Fresh / The Guardian Integrated Campaign |
| 广告主 | Guardian Media Group |
| 品牌 | The 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 | 平面 |
| 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 | 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 |
| 客户企划 | Alistair Crawford |
| 客户企划 | Andrew Perkins |
| Head of Insight | Graham Fowles |
| Econometrician | David Bassett |
| Econometrician | Les Binet |
| 客户经理 | Annabelle Borthwick |
| 客户经理 | Matthew Law |
| 广告经理 | Marc Sands |