|广告公司||Targetbase Claydon Heeley|
|广告战役||Fresh / The Guardian Integrated Campaign|
|广告主||Guardian Media Group|
|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.|
|Head of Insight||Graham Fowles|
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