The Economist in North America suffered from a serious case of mistaken identity. Most non-readers thought of it as a boring and humorless economics magazine for economists only.
With “Worldly Wisdom” and a “witty” tone, the agency had already positioned The Economist perfectly well. The next step was to ensure that we went from just talking about The Economist to being The Economist. So when someone saw an ad for the magazine, he/she was reading The Economist. Every piece of creative had to feel like it came straight out of the publication.
This approach allowed us to improve comprehension of the editorial content and drive distinction. Moreover, it enabled us to stay topical and generate brand saliency.
The campaign was executed in print, TV, OOH, direct-response, experiential and digital.