I wrote for The Guardian for about 5 years, creating a distinctive business-to-business tone of voice for the paper to speak with in the marketing press when addressing media planners and brand owners about readership profile. These ads, which won a number of advertising industry awards, achieve memorability and cut-through by bringing the paper’s intelligent, well-written voice into the normally crowded and raucous marketplace of the trade press. This execution was written especially for Valentines’ Day. Trade press advertisements for The Guardian.

completed: 1985
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He read business at Harvard.
She read biochemistry at Cambridge.
They both read The Guardian at breakfast.

When he was fifteen, his French teacher said a young man of his age should ‘open wide his ears to the murmurings in the world’. His father laughed and suggested he bought The Guardian.

She was at Cambridge then. Her parents had always read The Guardian. It had once published a letter by her father regarding the spawning of perch.

He went up to the LSE. For two days he bought The Times, and on the third day reverted to his Guardian.

She completed her doctorate and set about finding a research post. If she ever missed The Guardian it was never on a Thursday.

He joined a merchant bank. He shared an office with a pleasant old chap who suggested he try the Telegraph.

She was in Scotland with an oil company when her father died. They placed the announcement of his death in the only newspaper for which he had ever paid money.

He went to Harvard. He flirted with the Herald Tribune, but he pined for The Guardian.

She published her book. The Guardian called it, “a responsible research enquiry, raising relevant and significant questions”.

He came back to London. Four companies tried to hire him. He inveighed fashionably against returning to the City, but went anyway.

They met at a fancy dress party. He’d come as that day’s Guardian. “Hello”, she’d said. “You look as though you’d be very good company over breakfast”.

The Guardian

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