Agency: Abbott Mead Vickers.BBDO | Authors: Clare Phillips and Annabelle Watson |
SILVER AWARD
The Economist
The importance of selling a brand not next weeks issue
INTRODUCTION
A revolution has taken place in the media. Since 1985 there have been over 1500 magazine launches, over 300 new TV channels, more than 200 new radio stations and the number of websites has increased from zero to millions. (1) This dramatic fragmentation has left media owners needing to fight even harder for consumers' time and money. This paper shows how a media brand established in 1843 can compete successfully in today's increasingly...