Peter Souter
Chief Creative Officer at TBWA\London
London, Großbritannien
TitelSit
Agentur
Kampagne White Out Of Red - The Economist
Werbende The Economist
Marke The Economist
Datum der ersten Ausstrahlung/Veröffentlichung 1988 / 1
Geschäftsbereich Zeitungen, Zeitschriften, Bücher
Story This white out of red poster campaign, originally inspired by the magazine’s masthead, uses wit and wordplay to demonstrate that The Economist is a publication read by successful and intelligent individuals. The price of admission to this unique club of successful people is the price of the magazine.
Philosophie Qualitative research revealed that there was a huge cachet attached to being seen to read The Economist, it was a badge of success. By dramatizing this emotional benefit of reading The Economist, i.e. it symbolizes you are successful, rather than focusing on rational messages about the content of the publication, the advertising established a role for the brand in peoples lives, positioning the magazine as an essential weekly read for our target audience of busy, ambitious professionals. Over time, the definition of success has evolved from competitive business success in the late 1980’s to more inwardly focused personal success by the late 1990’s.
Problem In 1988 The Economist, with its traditional positioning as a weekly newspaper, was competing for share in a highly aggressive marketplace. People’s choice of media was expanding and as a publication with a rather worthy and intellectual image it could easily have been forced out of readers’ repertoires.
Medientyp Plakat
Markt Großbritannien
Creative Director
Texter
Art Director
Werbeleiter

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