Broadsheet paper The Guardian has revealed its top tips for marketers at its annual ‘Advertising Upfronts’ event which brings together its advertising department and senior leaders with brands and agencies from across the advertising industry.
Fronted by CEO, Anna Bateson and chief advertising officer, Imogen Fox, the panel announced a series of updates and shared the latest unique opportunities the paper is offering to advertisers.
When briefing the advertisers in attendance, Fox and director of clients James Fleetham laid out the four key things that they want Guardian Advertising to be known for; including its ‘unique formula’ for advertisers, offering them scale, influence and integrity; its ability to bring to life a wide variety of brands and its bespoke online and mobile offering.
“The Guardian’s advertising business has become more famous for the advertising that it doesn’t take, rather than the advertising that it does – namely our decisions on not taking fossil fuel or gambling advertising,” Fox said.
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“These decisions make us pretty unique and we’re incredibly proud to be driven by these values. We now want to shift the focus to the huge range of cutting-edge advertising that the Guardian is proud to carry across numerous platforms every day – and the innovative and unique opportunities we offer to advertisers.”
The pair also announced plans for The Guardian’s first-ever advertising awards, which will look to celebrate and champion advertising campaigns that have featured across Guardian channels over the last year.
Fleetham added: “We think most people know the Guardian and a lot of people like the Guardian, but not enough people in the advertising industry know what they can do with the Guardian. With that challenge in mind, we’re now ready to change that.
“Our unique formula of scale, influence and integrity, and the additional clarity of which brands the Guardian is for, will help advertisers to cut through and genuinely connect with people.”
