The Guardian readies integrated brand campaign

The Guardian is readying the launch of a New Year brand campaign to highlight the newspaper’s “digital first” strategy and “open” approach to journalism.

/s/b/q/TheGuardian.jpg

The campaign aims for consumers to envisage the brand as being positioned beyond print into the world of international digital journalism.

Editor in chief Alan Rusbridger and Andrew Miller, chief executive of parent company Guardian Media Group, unveiled the title’s digital first transformation programme in response to “inexorable trends” in media consumption from print to online. The company hopes the new strategy will help digital revenues double to nearly £100m by 2015.

Chris Lawson, the Guardian’s content sales and marketing director, told Marketing Week earlier this year that the Guardian is investing £2m in brand marketing this year as it looks to establish a “direct relationship” with its readers.

The Guardian hopes this new brand approach to marketing – rather than a more promotional focus – will help to double its current 49,000 print subscriber base and also increase its iPhone subscribers to more than 150,000.

The 2012 brand campaign will be handled by Bartle Bogle Hegarty, which beat incumbent Wieden & Kennedy and Rainey Kelly Campbell Roalfe/Y&R to win the brief.

The Guardian says the apppointment follows a “remarkable” year for the title, which revealed the details of the News of the World phone hacking scandal to the world and was subsequently named newspaper of the year at the 2011 Press Awards.

Adam Freeman, Guardian News and Media’s executive director of commercial, says: “We’re looking forward to working with BBH on an integrated brand and marketing strategy as we build on our growing international reputation as an open, independent and digital-first media organisation.”

engageawardsweb

Can you demonstrate a brilliant use of media? Then enter the Marketing Week Engage Awards by clicking here.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here