The Guardian & Observer: Time for Transformation

This case study shows how The Guardian, a newspaper brand, launched a bold campaign claiming ownership of the weekend to directly engage with its loyal readers.

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...

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