The Guardian: A fresh approach to newspaper communications - IPA Effectiveness Awards Case Study 2004

Brief Description: Between 1995 and 2001, The Guardian had been losing share in a declining category. In January 2001, a new communications strategy was introduced that broke with convention. Whilst the orthodoxy dictated two tiers to communications, one brand-building, the other response-based, the campaign that was created did both jobs at the same time. As a result, share increased swiftly and dramatically and overall circulation actually grew ;---(TAGS)--- Full Title: A fresh approach to newspaper communications ; Number: 2004/26 ; Brand Name: Guardian, The ; Client: The Guardian ; IPA_ProductCoding: Media (Newspapers) ; Agency: DDB London ; DDB Matrix ; Claydon Heeley Jones Mason ; Author: Alistair Crawford - DDB London, Andrew Perkins - DDB London, Graham Fowles - The Guardian, David Bassett - DDB Matrix, Nigel Jones - Claydon Heeley ;