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.’
