THE CHALLENGE

COVID, the cost of living crisis, a fractured economy and the world in crisis meant brands were being cautious about where they placed their advertising spend, and which media owners they advertised with.

We were challenged with putting the Guardian front of mind, as a trusted media owner at the forefront of cultural relevance. To get in front of media teams, we needed something to say - something worth their time, so we decided instead of joining the echo chamber of doom and gloom, to say something new…

WHAT I DID

I built and led the full marketing plan end to end - every channel, every asset, every audience touchpoint.

I was part of the team that briefed the research agency, helping shape the cultural territories we explored across a nationally representative study of 2,600 UK adults. I managed a video editor producing animations, oversaw art direction and copy briefings to the design agency, and managed the production of branded event materials for the London and Manchester roadshows.

I ran the paid display and LinkedIn campaign, the email marketing, and the press and comms plan. The findings were picked up by trade press including Marketing Beat and InPublishing - and by The Guardian's own press office.

The roadshows sold out. Agencies stopped waiting to be visited and started requesting our time instead.

THE RESULTS

47%+ sales uplift

120%+ increase across LinkedIn engagement rates

3.2k agency professionals reached (roadshows)

Major press coverage