The Guardian: The Media Planner

The Guardian, a British daily newspaper, created a comical, educational children’s book aimed at media planners to show them what The Guardian can deliver.

Campaign background

How do you get cynical media Buyers to sit up and take notice?

Making them laugh is a good start, and The Guardian set about doing just that.

Strategy

The Guardian has a challenge maintaining advertising revenues and tends to be regarded as an old fashioned print platform.

OLIVER needed to get media planners to re-evaluate what the Guardian can deliver, and engage with their 'Platform for Action'.

The strategy was to give The Guardian's sales people a 'conversation starter' that would get them a foot in the door and have media planners begging to hear more. Combined...

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