DIRECT NEWS: Brann London aims for global branding of Guardian Weekly

Brann London has secured a brief to create a global brand out of the Guardian Weekly, the condensed version of the daily newspaper.

Brann London has secured a brief to create a global brand out of

the Guardian Weekly, the condensed version of the daily newspaper.



This will be the first time the Guardian Weekly, published

internationally, has used an ad agency, having relied on in-house

promotions and small panel ads in the Guardian until now.



Paul Kitcatt, the managing director of Brann London, said: ’The Guardian

Weekly has always been better known abroad than it has over here. It is

a strong international brand but hasn’t been marketed to its full

potential yet.’



He added: ’The market abroad is dominated by titles such as the

Economist. The Guardian Weekly’s independent thinking is an alternative

for people who do not want to swallow global capitalism.’



Direct mail and press ads in the Guardian Media Group’s titles,

including the Observer, will target groups such as parents whose

children may be spending a year abroad and employees of organisations

such as the British Council.



Work will break in the next two to three weeks and carry the strapline,

’Knows no boundaries.’



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