Time for transformation

IPA Effectiveness Awards Case Study 2016


This is a paper about how marketing can generate the time and money to help a business transform itself in an environment where such change is critically needed. It details how in response to declining circulation and advertising revenue, The Guardian Media Group marketed its weekend papers with the brand idea of ‘Owning the Weekend’ expressed across channels including cinema, TV, outdoor and digital media. The strategy delivered short-term benefits, £4.8m of long-term incremental revenue, and a profit ROMI of £1.83 for every £1 invested, with the last campaign analysed delivering the highest return. The strategy provided money and time for the group as it developed a new business model.

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“The campaign's success was built on the role our papers play in our readers' busy lives and weekend rituals. It is a good demonstration that print is far from over. It is the bridge to The Guardian’s future.”

Tim Hunt, Marketing Director
Guardian Media Group

Winners 2016

Silver Winner

Title

Time for transformation

Brand

The Guardian & Observer

Client

Guardian Media Group

Agency

BBH London

Principal Authors

  • Kate Nettleton - BBH London
  • Achim Schauerte - BBH London

Contributing Authors

Credited Companies

  • BBH London - Creative Agency
  • Data2Decisions - Econometrics

An inspiring case study based on a big vision: how to embark upon the transformation of a proud brand whilst not just maintaining, but actively leveraging, its core values to do this. It convincingly demonstrates that the campaign generated not just revenue to fund the transformation but also the time to realise it. Wendy Proctor, Ministry of Defence

Shortlist 2016

Silver Winner

Title

Time for transformation

Brand

The Guardian & Observer

Client

Guardian Media Group

Agency

BBH London

Principal Authors

  • Kate Nettleton - BBH London
  • Achim Schauerte - BBH London

Contributing Authors

Credited Companies

  • BBH London - Creative Agency
  • Data2Decisions - Econometrics

An inspiring case study based on a big vision: how to embark upon the transformation of a proud brand whilst not just maintaining, but actively leveraging, its core values to do this. It convincingly demonstrates that the campaign generated not just revenue to fund the transformation but also the time to realise it. Wendy Proctor, Ministry of Defence

Time for transformation

IPA Effectiveness Awards Case Study 2016


This is a paper about how marketing can generate the time and money to help a business transform itself in an environment where such change is critically needed. It details how in response to declining circulation and advertising revenue, The Guardian Media Group marketed its weekend papers with the brand idea of ‘Owning the Weekend’ expressed across channels including cinema, TV, outdoor and digital media. The strategy delivered short-term benefits, £4.8m of long-term incremental revenue, and a profit ROMI of £1.83 for every £1 invested, with the last campaign analysed delivering the highest return. The strategy provided money and time for the group as it developed a new business model.

Click to purchase this case study >