The Atlantic (Jay Lauf, Publisher): Is The Atlantic Doomed?

The 2010 Warc Prize for Ideas and Evidence was created to identify case studies that demonstrate success against four criteria: strategy, integration, results and innovation. The competition, which was open to entries from any country or industry sector, was judged by an international panel of senior marketers and agency chiefs, using the following weighting: strategy (20% of marks), integration (25%), results (30%), innovation (25%).

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Campaign Details

Advertiser: The Atlantic
Agency: Euro RSCG
Brand: The Atlantic
Campaign duration: May 2008 - June 2010
Campaign objective: Change brand image
Country: USA
Media budget (USD): $1-5 million
Media used: Events, Internet microsites, Magazines (consumers), Online video, Out of home (all forms), Public relations, Social media, Word of mouth

Executive Summary