The Independent

Campaign in 1998 by Lowe Howard-Spink for the Independent newspaper. Objective: repositioning.
Agency: Lowe Howard-SpinkAuthor: Peter Brown

The Independent: Distilling a Brand and its Readership

INTRODUCTION

When you watch the 'Litany' cinema ad for The Independent and consider its bucket full of creative awards, it's probably tempting to think that it must have all been a bit too easy. After years of neglect, a oncepowerful brand finally receives the investment it deserves. It comes to an agency known for big brand TV ads and says, 'Make us a big brand TV ad in the tradition of big brand newspaper TV ads.' Surely an ad agency's dream.

But it's never really...

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