The Economist - "I Never Read"

AMV BBDO

AMV BBDO London, Reino Unido

17876

Marca: The Economist
País: Reino Unido

Anunciante: The Economist

Título	I Never Read
Agencia	AMV BBDO
Campaña	White Out Of Red - The Economist
Anunciante	The Economist
Marca	The Economist
Posted	Noviembre 2002
Sector Empresarial	Periódicos, revistas, libros
Sinopsis	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.
Filosofía	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.
Medio	Prensa y publicaciones
Mercado	Reino Unido
Director ejecutivo de creación	Peter Souter
Responsable de conceptos / redactor	Jeremy Carr
Director de publicidad	Jacqui Kean
Director artístico	Paul Brazier
Director artístico	Dave Dye
Director artístico	Jeremy Carr
Responsable de conceptos / redactor	Nick Worthington
Responsable de conceptos / redactor	Sean Doyle