Evening Standard Classified: If You're Not in the Standard, You're Not Getting Through

Marketing campaign to reverse decline in classified recruitment advertising in the Evening Standard, 1993.
Agency: J Walter ThompsonAuthor: Merry Baskin

Evening Standard Classified: If you're not in the Standard, you're not Getting Through

SUMMARY

After three years of steady decline in classified recruitment advertising volume, the Evening Standarddecided to invest in a marketing campaign to the tune of 600,000. (This was to cover both media and production, for above- and below-the-line activity.) The campaign objectives were to restore the Classified section to its former glory within the paper's fortunes, by not merely halting market share erosion, but also to increase recruitment share by two percentage points, by year end....

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