Campaign details
Brand: The GuardianBrand owner: The GuardianEntrant company: The Guardian, LondonIdea creation: Oliver, LondonMarket: United KingdomSector: NewspapersMedia channels: Direct marketing, Email markering, Magazines - consumer, Mobile & apps, Newspapers, Online display, Outdoor, out-of-home, Point-of-purchase, in-store, Product sampling, Programmatic display, Radio & audio, Search marketing, Social mediaBudget: 1 - 3 million
Executive summary
After years of flagging finances, The Guardian were embarking on an ambitious turnaround strategy.
The systemic decline of print newspaper sales wasn't helping.
If we couldn't stem the tide, locking in some...