Marketing Case Insight 10.1: The Guardian/BBH
2,343 views · Published 8 May 2014 · 14:14 · Indexed 24 October 2026
Channel: Oxford Academic (Oxford University Press) · 2014 · Education
How could an organization realise their objective to not only shift audience perceptions but to also change behaviours? Agathe Guerrier, Strategy Director at the advertising agency Bartle Bogle Hegarty (BBH), tells us about the challenges of transforming perceptions of their client, The Guardian, as dusty left-wing newspaper brand amongst a large potential audience of digitally connected, inquisitive news readers. BBH is one of the world's most famous creative advertising agencies, and its success has been founded on its belief in creativity and making its clients' brands famous. The Guardian is an impartial media organization rooted in the principles of independent journalism, and currently defined by its Open Operating System. This video case study, which includes the advertisement produced in this campaign, corresponds to Chapter 10 of Paul Baines & Chris Fill's Marketing, 3rd Edition. http://oxford.ly/1bIKwcM
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