The Economist - "I Never Read"

AMV BBDO

AMV BBDO London, Reino Unido

17840

Marca: The Economist
País: Reino Unido

Anunciante: The Economist

Titulo	I Never Read
Agência	AMV BBDO
Campanha	White Out Of Red - The Economist
Anunciante	The Economist
Marca	The Economist
Posted	Novembro 2002
Sector Empresarial	Jornais, revistas e livros
História	This white out of red poster campaign, originally inspired by the magazines 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.
Filosofia	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.
Problema	In 1988 The Economist, with its traditional positioning as a weekly newspaper, was competing for share in a highly aggressive marketplace. Peoples 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.
Tipo de Mídia	Imprensa e publicações
Mercado	Reino Unido
Director executivo criativo	Peter Souter
Redator	Jeremy Carr
Director de publicidade	Jacqui Kean
Director de arte	Paul Brazier
Director de arte	Dave Dye
Director de arte	Jeremy Carr
Redator	Nick Worthington
Redator	Sean Doyle