Description

One of the first brands I ever worked on. The heavy lifting was already done by the amazing team. My job was to help improve comprehension of the magazine.

PROBLEM

The Economist in North America suffered from a serious case of mistaken identity. Many non-readers thought of it as a dull and dry magazine that exclusively dealt with economics.

SOLUTION

With “Worldly Wisdom” and “Witty” as a tone, the agency had already positioned The Economist perfectly well.

To improve comprehension, we went from talking about The Economist to being The Economist. So when someone saw an ad for the magazine, he/she was reading it.

This approach allowed us to educate about the editorial breadth and generate brand saliency by being topical.

CREATIVE

The creative felt like it came straight out of the publication. The campaign was executed in print, TV, OOH, direct-response, experiential and digital.

For

The Economist Magazine