|Title||Raising Eyebrows and Subscriptions|
|Campaign||Raising Eyebrows and Subscriptions|
|Date of First Broadcast/Publication|
|Business Sector||Media, Publishing & Production|
The Economist was seeing subscription levels plateau and evidence that their core prospect base had been tapped. They wanted a digital display campaign to raise subscriptions from an audience of ‘progressives’ that had hitherto rejected The Economist as a handbook for the corporate elite. One that was too narrowly focussed on finance and politics, and not especially relevant to them. So, we had to do something different to challenge perceptions – without destroying the intellectual legacy of the famous brand ads of the past.