Harsh reality
Guardian independence campaign by BBH, UK

Harsh reality

UK – The Guardian and BBH have created a controversial campaign to promote the newspaper’s editorial integrity.

Article/19467 #1
Guardian independence campaign by BBH, UK Guardian independence campaign by BBH, UK
Guardian independence campaign by BBH, UK Guardian independence campaign by BBH, UK
Guardian independence campaign by BBH, UK Guardian independence campaign by BBH, UK

UK – The Guardian and BBH have created a controversial campaign to promote the newspaper’s editorial integrity.

  • The campaign alludes to the ways in which its competitors are compromised by the commercial interests of their shareholders
  • The print campaign will be rolled out in the UK, US and Australia

The newspaper aims to differentiate itself from the rest of the market by highlighting its independence as something that makes it more valuable to news-hungry consumers.

The bold print campaign features provocative statements such as ‘buy a newspaper that can’t be bought’ and ‘no one edits our editor’ alongside striking design details such as a red crosshair and strikethrough effect.

‘The Guardian isn’t owned by shareholders who can influence news stories and push their own agendas,’ says BBH. ‘They are completely independent so they can ask the questions that others can’t and print the stories that others won’t.’ Maintaining this independence has not come without its own cost, however. In early 2016, The Guardian announced that it would make budget cuts of 20% after a sharp decline in print advertising.

The Big Picture

Brands are learning that they cannot be all things to all people, and that sometimes it is worth alienating certain demographics to reach others. Find out more in our Backlash Brands macrotrend.

Discover More News
Pattern Beauty brings authenticity and curl culture to tv with first-ever commercial

News

Pattern Beauty brings authenticity and curl culture to tv with first-ever commercial

Tracee Ellis Ross has launched Pattern Beauty’s first ever tv commercial, a 60-second spot that blends humour, nostalgia and a celebration of textu...
Haircare : Pattern Beauty : Beauty
The Messenger bot quietly transforming women’s safety in Jordan

News

The Messenger bot quietly transforming women’s safety in Jordan

A discreet digital tool is offering life-saving support to vulnerable women in Jordan.
Artifical Intelligence : Technology : Women's Safety
Stat: Study finds TikTok is reshaping luxury discovery

News

Stat: Study finds TikTok is reshaping luxury discovery

A new study in the US, the UK, France and Italy, commissioned by TikTok, reveals a structural shift in how consumers discover luxury, inc...
Statistic : TikTok : Luxury
BMW rebrands motorcycling as digital detox

News

BMW rebrands motorcycling as digital detox

BMW Motorrad and its UAE dealership AGMC have launched Throttle Therapy, a series of 10-second videos positioning motorcycling as a form of digital...
Health & Wellness : Advertising : Digital Detox
Chanel launches its first dedicated Arts & Culture magazine

News

Chanel launches its first dedicated Arts & Culture magazine

Marking 100 years in the UK, Chanel has unveiled Arts & Culture magazine Vol 1, a print publication spotlighting its recent collaborations with...
Chanel : Magazine : Print Media
Stat: Global support for corporate LGBTQ+ Pride faces new challenges

News

Stat: Global support for corporate LGBTQ+ Pride faces new challenges

Global support for brands actively promoting LGBTQ+ equality is weakening, according to Ipsos’ 2025 LGBT+ Pride Report.   
Dei : Pride : Identities
Louis Vuitton unveils new super-sized ship-shaped Shanghai store

News

Louis Vuitton unveils new super-sized ship-shaped Shanghai store

Louis Vuitton has opened The Louis, a striking flagship store in central Shanghai.
Luxury : Retail : China
Queen Mary University of London powers campus with waste heat from data centre

News

Queen Mary University of London powers campus with waste heat from data centre

Queen Mary University of London is cutting emissions and energy bills by using waste heat from its data centre to power campus heating.
Data Centre : Sustainability
Stat: Social media overtakes tv as leading news source for Americans

News

Stat: Social media overtakes tv as leading news source for Americans

For the first time, social media and video apps have surpassed television as Americans’ most-used source for news, according to the Reuters Institu...
Stat : Statistic : Media
Cashify flips Indian wedding tradition to promote smartphone resale

News

Cashify flips Indian wedding tradition to promote smartphone resale

Smartphone reselling platform Cashify is challenging outdated attitudes to second-hand tech by reimagining a long-standing wedding ritual as a cele...
Technology : Sustainability : Circularity
You have 0 free News articles remaining. Sign up to LS:N Global to get unlimited access to all articles.
BECOME A MEMBER
SIGN IN