The Guardian - A fresh approach to newspaper communications

Matthew Law, Les Binet, Graham Fowles, David Bassett, Alistair Crawford, Andrew Perkins and Nigel Jones

Many advertisers, and most if not all newspaper brands, employ a mix of promotional and brand advertising to grow share and sales.
Agency: DDB London, DDB Matrix and Claydon Heeley Jones MasonAuthors: Matthew Law, Les Binet, Graham Fowles, David Bassett, Alistair Crawford, Andrew Perkins and Nigel Jones

The Guardian

A fresh approach to newspaper communications

INTRODUCTION

A new way of thinking about newspaper communications

Between 1995 and 2001, the Guardianhad been losing share ina declining category. In January 2001, a new marketing and communications strategy was introduced that would not only see share increase swiftly and dramatically, but also grow overall circulation. This study will show how thinking that ignoredthe conventional wisdom of the category enabled us...

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