The Guardian & Observer: Time for Transformation
Principal authors: Kate Nettleton and Achim Schauerte, BBH London
The story
This paper isn't just about papers. It's about the biggest challenge facing most established businesses existing in a digital world: transformation, and how marketing can help to achieve it.
In a world where 40% of today's companies will not exist in 10 years time1, The Guardian was facing the same grim reality as many other brands. If you're not a startup, you need to be a 'turnaround'2. You need to transform.
Print journalism is perhaps the industry...