Press Releases - Proximity London - Proximity London Press Releases at en-us Copyright 2019 THE ECONOMIST LAUNCHES FIRST NEW BRAND TV AD IN MORE THAN A DECADE ‘Never Stop Questioning’ to air in tandem with direct-response ad utilising high-reach programming on broadcast media in the US and the UK

The Economist, a leading source of analysis on international business and world affairs, today announced that for the first time in more than a decade it will launch a new brand TV ad that will run in high-reach broadcast channels across the US and UK. The campaign includes a brand commercial and a direct response commercial that will work in tandem in the marketplace.

The campaign, entitled ‘Never Stop Questioning,’ evidences the value of continually questioning the world around us. The ads bring to life the universal truth that we learn by asking why, just as The Economist has always asked provocative questions to champion progress.

The ad follows the life of a young girl with a curious mind. We see how she started asking questions about the world around her from her earliest experiences with childhood toys and pets. Then, as she shifts into adolescence and adulthood, we see how her changing perceptions have made those questions deeper and more complex. She knows that she will never grow out of questioning everything around her. She has taken a role in life where she can demonstrate her curiosity and encourage it in others, and she has achieved personal and professional satisfaction.

The Economist has recently been present on TV, successfully utilising direct response ads to convert subscribers. The new brand TV ad bolsters The Economist’s presence and will enable to The Economist  to improve brand saliency measures and cement product affinity among its target audience, in addition to driving subscriptions

“We have made a strategic investment to talk with our target audience in a way that reinforces a more emotional connection to our brand,” said Mark Cripps, Chief Marketing Officer for The Economist. “We have a loyal and dedicated readership that perceives great value from their relationship with The Economist and truly loves our brand. Our readers never stop questioning the world around them and we believe this campaign will attract a similar audience and encourage them to learn more about The Economist.”

The Economist describes its target audience as the invested globally curious, who are defined by six attitudes and behaviours, whilst also having shown a keen interest in the editorial content that sits at the very heart of The Economist’s offering. Growth is driven by the highly-efficient targeting of individuals who fit the audience description, enabling The Economist to then deliver the most engaged audience to its clients and advertisers.

‘Never Stop Questioning’ and the direct response ad will be supported with a robust media plan. In the UK the ads will run on channels including Sky, Channel 4, ITV and Channel Five; and in the US on channels including CBS, NBC, Fox, ABC and News 12. In both the UK and the US there will be a focus on high-reach programming, balancing reach and frequency.

After a lengthy agency search, The Economist landed on the ‘Never Stop Questioning’ concept which was developed by Proximity London, which has been on The Economist’s agency roster for several years.

2019-01-04 00:00:00
Proximity London announces senior data promotions and creates new vice-president role Proximity London is announcing the promotion of Claire Tusler, its data strategy partner, to head of data and analytics. Tusler replaces Amanda Arthur who is being elevated to the newly-created role of vice-president, data and analytics.

The changes reflect the significant and continued growth of the agency’s data team over the last two years. Tusler and Arthur will report directly to Adam Fulford, who was recently appointed as chief strategy officer.

Tusler has worked at Proximity London for over 10 years. As head of data and analytics, she will lead and develop the direction and vision of the agency’s 50-strong data team, including championing future data innovations. She will work across the agency’s client base, which includes Virgin Atlantic, Specsavers, The Economist, John Lewis and IKEA, and will also support new business activity.

Widely regarded as a data luminary, Arthur joined Proximity London 5 years ago, having previously worked at Havas and client-side at BT. As well as continuing to lead the TV Licensing data and analytics team, she will also be responsible for promoting learning and best practice across the agency’s data community and identifying up and coming talent. She will also lead partner relationships with data providers, universities and other third parties.

Gabrielle Ludzker, CEO of Proximity London said: “Data is not only the largest but also the most fertile opportunity of our times. We are already the largest and most talented data-driven creative agency in the market, but now it’s about focusing on innovation to take things up a level. That is why I am promoting Claire to head of data and analytics and elevating Amanda to vice-president, data and analytics. Together they will do great things. Watch this space!”

Claire Tusler added: “Today, data sits at the very heart of where business opportunities lie and how we develop clients. I honestly believe that we have one of the best data teams around and I’m delighted to be leading the charge at such an exciting time for both our agency and the industry.”

Amanda Arthur added: “Proximity’s data team has grown hugely in the five years that I’ve been here, both in terms of the number of accounts and the breadth of the assignments. We’ve grown and consolidated the team and are now looking forward to the next phase of our development. I’m absolutely thrilled to be part of this journey.” 

left –right: Claire, Gabrielle, Amanda 

2018-12-04 00:00:00
Mindshare’s Adam Fulford to join Proximity London as chief strategy officer After an international search, Proximity London has named Adam Fulford as its new chief strategy officer (CSO). Joining from Mindshare, Fulford will report directly into CEO, Gabrielle Ludzker.

A proven strategist and leader, Fulford brings a wealth of experience to his new role, having worked both client-side and across all key agency sectors including digital, CRM, branding, experience design and media. His diverse background means he has an integrated lens that allows him to navigate across all channels.

As managing partner at Mindshare, Fulford was responsible for redefining the agency’s proposition and driving growth, culminating in new business wins including Apple, Dollar Shave Club and Deliveroo. He also spearheaded several campaigns, which took his clients in new directions, such as developing content platforms for M&S and the Love Island Partnership for Superdrug. Prior to Mindshare, Fulford was the chief strategy officer at Rufus Leonard, head of planning at Grand Union (part of FullSix) and group planning and intelligence director at TMW.

At Proximity London, Fulford will lead a 70 people-strong team, uniting strategy, data, user experience and marketing transformation. He will work across the agency’s client base, which includes Virgin Atlantic, Specsavers, The Economist, John Lewis and IKEA, and will also support new business activity.

Gabrielle Ludzker, CEO of Proximity London said: “Adam has rigorously travelled through our industry. From client-side to digital, CRM, branding, experience design and media, he’s done it all, making him a truly unique find. He is perfectly placed to harness the collective genius of the agency at a time when we are pushing boundaries in customer experience. Adam is a natural alchemist and is exactly what we need as we continue to grow and develop our proposition in the data-led creative space. We searched far and wide to ensure we found the right person and Adam has landed with us at the perfect time. The stars have aligned and we’re absolutely delighted.”

Adam Fulford adds: “I’m honoured and delighted to be joining Proximity at a time when its reputation for creativity and breadth of skills could not be more relevant in the industry. Truly brand-defining experiences today do more with less, connecting data to experience, strategy to creativity, and business to customer across platforms and lifetimes. Proximity’s ability to join these dots, simply and easily, places them at the vanguard of advertising’s new age.” 

2018-11-16 00:00:00
Proximity London appoints new head of strategy from BBD Perfect Storm Proximity London has hired award-winning strategist Ben Tan as head of strategy to lead and oversee the agency’s growing strategy department.

With over 20 years of industry experience, Tan joins Proximity London from BBD Perfect Storm where he was executive planning director working on accounts including sportswear brand SKINS and Emirates. He joined the agency as an equity partner to help grow and shape the start-up. Prior to this, Tan held senior roles at agencies including JWT, where he was global planning director.

At Proximity London, Tan will be responsible for leading the agency’s 20-strong strategy department. His objective will be to develop and broaden the agency’s strategic offering to ensure human-centred thinking informs how clients build purposeful relationships with consumers. As part of this, he will also aim to bring a human-centred approach to the team’s use of marketing automation technology and marketing transformation. Working across the agency’s client base, Tan plans to build on the entrepreneurial approach that the team deploys in its thinking and capabilities.

Tan’s appointment follows that of Anna Cole and David Anyetei, who joined as strategy directors in the summer. Tan will report to Proximity London CEO, Gabrielle Ludzker.

Ludzker comments: “We’ve been building our team with the joint ambition of being the leading thinkers in the industry and remaining the No 1 Best Place to Work (with the loveliest people too). In Ben, we’ve found both of those things. He is absolutely the right person to lead our strategic vision and I am thrilled to welcome him to the team.”

Ben Tan adds: “We are working in an era of disruption and need to focus on fundamentals. Success comes from constantly learning how to better solve customer problems. Proximity’s ability to get closer to those customers while constantly evolving its marketing thinking puts it at the heart of where agencies need to be in supporting clients in these challenging and inspiring times.” 

2018-10-11 00:00:00
Guide Dogs new DRTV ad reveals inspirational ambitions of a tattoo artist following sight loss The charity Guide Dogs is launching its latest DRTV advert to raise funds for its ‘Sponsor a Puppy’ campaign. Created by Proximity London, the activity aims to recruit new donors and increase the average gift by demonstrating the dramatic impact that a guide dog can have on someone’s life.


Every single day 250 people in the UK start to lose their sight and this can happen at any age. Currently there are over 800 people on the waiting list for a guide dog*.


Entitled ‘Southend’, the 60” spot takes a documentary style approach and tells the story of Sam, a young father and tattoo artist who lost his sight five years ago and is currently on the waiting list for a guide dog. In the ad, Sam shares his story, describing how his life suddenly changed overnight when he lost his sight and his career. We hear how having a guide dog could help him lead a full and independent life again and fulfil his future ambition to become a counselor to help others who have had a similar experience. An ambition inspired by the help he received after losing his sight.


Filmed in both his family home and on the seafront in Southend, the ad follows Sam and his family going out together. On their journey, they cross paths with a young woman and her guide dog. The ad moves seamlessly between the two contrasting journeys, clearly demonstrating how a guide dog can unleash life’s possibilities; providing freedom and independence.


The ad includes a call to action to sponsor a puppy from just £1 per week. In return, donors will receive a cuddly toy, regular ‘pupdates’ and photos of the puppy they have sponsored as it grows into a guide dog. ‘Southend’ is the latest in a series of successful adverts for the ‘Sponsor a puppy’ campaign, which also includes a Christmas campaign and always on activity throughout the year.


Stephanie Witt, Head of Committed Giving at Guide Dogs comments: “We are very fortunate to work with incredible people like Sam who are willing to talk about what a guide dog could mean for them and help us raise vital funds for our life-changing work.  The team worked closely with Proximity to bring Sam’s story to life and create a beautiful advert that really showcases the difference a guide dog can make. “


John Treacy, executive creative director at Proximity London adds: “Sam’s story was so powerful. As soon as we heard it we knew it had the makings of a compelling ad that would build upon our previous work for Guide Dogs.”


The ad was written by Fran Perillo and Art Directed by Paul Beier.

The director was Morgan Hutchins. The production company was Arthur & Martha.



* This figure is correct as of August 2018

2018-10-04 00:00:00
Proximity London Appointments Proximity London has strengthened its marketing transformation offering with three new senior appointments. Dominic McElroy joins as marketing transformation director from Digitas UK, Kate Amos joins as martech-focussed strategic data director and internal talent Matt Ingram is promoted to data and technology partner in a newly created role.

McElroy is an expert in building and executing marketing transformation strategies and has over 15 years of experience leading both agency and client side teams. With a track record of fusing data, technology and people, he has created customer propositions that deliver both business value and behavioural change for clients including the Renault-Nissan alliance, the National Trust and AstraZeneca. Prior to Digitas UK he held roles at dunnhumby and consumer electronics retailer Best Buy Europe.

Working alongside McElroy will be Kate Amos, who joins the agency as strategic data director from Wunderman, and Matt Ingram, who has been promoted from data director to data and technology partner.

These hires coincide with a major holding group acquisition of Credera, a 300-strong management and marketing technology consultancy.

Gabrielle Ludzker, chief executive officer at Proximity London comments: “At a time when more and more of our clients are launching their marketing transformation programmes, we are thrilled to welcome some of the best talent in the industry to join our existing team. These new roles on top of the group acquisition of Credera means we are fully equipped to consult, accompany and drive our clients’ business transformation projects to success. Combined with our rich heritage in data-driven creativity, we believe our end-to-end capability is ideally set up to address the current client challenges.”

McElroy adds: “Proximity London has a great pedigree in creating customer experiences that are both data-driven and highly creative, which are two of the key ingredients for successful marketing transformation. So, I’m excited to be joining the team and adding a new perspective to how we transform marketing operations to deliver highly effective creative campaigns.”

2018-09-19 00:00:00