The Guardian has launched a light-hearted guide for media planners that illustrates what life is really like at a media agency.
The tongue-in-cheek book – entitled Learn about the world of… media planning – is part of The Guardian’s ‘Platform to Action’ anecdotal campaign.
A B2B initiative, the campaign visualises the keys to media planning success in the style of a vintage children’s book.
Launched in collaboration with Oliver Group, the initiative highlights the potential for B2B marketers to leverage the news company’s platforms and audience reach.
The story follows two fictional campaigns, which sees one achieve success by utilising The Guardian’s marketing assets, while the other fails with relatable and humorous industry mistakes.
Hamish Nicklin, chief revenue officer at Guardian News & Media said: “The media industry is a vibrant, noisy space and we wanted to find a fun way to draw attention to The Guardian’s impressive credentials. The grown-up guide is a playful look at the world we live in and a reminder that The Guardian’s quality delivers results.”
Brian Cooper, chief creative officer at Oliver, added: “The Guardian wanted something different, because it knows that media planners are busy and needed something to catch their attention, and was willing to let us try something new.”
The book is being sent to media planners across London.
