Titel | Chris |
Agentur | AMV BBDO |
Kampagne | White Out Of Red - The Economist |
Werbende | The Economist |
Marke | The Economist |
Posted | November 2001 |
Geschäftsbereich | Zeitungen, Zeitschriften, Bücher |
Philosophie | The Importance of Selling a Brand, Not Next Weeks Issue Unlike most media brands, The Economist decided, in 1988, to invest in brand advertising rather than in a tactical, content-led approach. It was a decision that paid dividends. Over the past 14 years, the award-winning White out of Red campaign has helped The Economist to enjoy a circulation increase of 64%, against a market decline of 20%, subscriptions to the title have almost doubled and an advertising rate card growth seven times greater than its competitors. |
Medientyp | Plakat |
Markt | Großbritannien |
Creative Director | Peter Souter |
Texter | Tim Riley |
Art Director | Rob Oliver |
Werbeleiter | Jacqui Kean |