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Baines, Fill, & Rosengren: Marketing 4e

Chapter 10: Marketing Case Insight 10.1: The Guardian/ BBH

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.

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