How we do marketing with The Guardian
About this event
Looking back at a decade in marketing, with roles across industries, one thing that unites Joel’s career moves is the drive to translate big ideas into impactful, purposeful comms. Nowhere is this more important than the Guardian, where Joel and his team are responsible for bringing the brand’s story to life for millions of readers around the world through imaginative marketing that punches above its weight and cuts through the busy advertising landscape.
News media has faced many challenges over the last few years, with the Guardian adapting through an industry-leading open access, voluntary pay model that has seen it surpass 1 million paying supporters. Behind the success lies innovation, organisational change and an enduringly powerful brand.
Joel will talk about the joys and complexities of marketing the self-termed ‘original challenger brand’ during a period of growth and change
What we’ll cover
- Making the case for brand metrics
- Understanding the brand x performance mix
- The importance of creative bravery
- Media principles to fast-track decision making
- Organising for success