Campaign details
Agency: OLIVER
Re-establish relationships with readers based on transparency, respect, choice and world-class journalism.
Strategy
Having broken the Cambridge Analytica story on consumer data misuse, The Guardian held itself to a higher standard than its competitors.
And with a diverse readership interacting via numerous platforms every day, a strategic approach was needed. This was developed across the full range of channels including the print edition, website, app, social media, direct marketing and email.
Driven by re-permissioned opt-ins and with the principles of data strategy at its heart, the campaign reflected reader choice post-GDPR. The initiative was led...