News & Opinion

The Guardian creates a B2B bedtime story on media planning

Collaborating with OLIVER Group, the Guardian reimagines media planning in a publication 'Learn about the world of… The Media Planner' that is reminiscent of Ladybird Books for Grown Ups.

The guide has been created as part of the Guardian's ongoing Platform for Action B2B campaign.

The story follows the adventures of Claire, David, Toby and Julian, with the first pair reaching top engagement levels via partnering with the Guardian. On the other hand, Toby and Julian go down a different route ending with accusations of racism and a surprise package being delivered (a bag of teeth).

"The Guardian is where it's going on" is the moral of the tale.

"The media industry is a vibrant, noisy space and we wanted to find a fun way to draw attention to the Guardian's impressive credentials", said Hamish Nicklin, chief revenue officer at Guardian News and Media.

He added: "The grown-up guide is a playful look at the world we live in and a reminder that the Guardian’s quality delivers results."

Brian Cooper, chief creative officer at OLIVER Group, commented: "The Guardian wanted something different, because it knows that media planners are busy and needed something to catch their attention and was willing to let us try something new.

"Developed by our bespoke team housed in the Guardian's offices, The Media Planner is a prime example of Oliver's creative and strategic capabilities being used to their full potential and landing the key objectives for our client."

Source: The Drum

by Lydia O'Neill 08/08/17

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