| Title | Lose The Ability |
| Agency | AMV BBDO |
| Campaign | White Out Of Red - The Economist |
| Advertiser | The Economist |
| Brand | The Economist |
| Posted | July 2001 |
| Business Sector | Newspapers, Magazines, Books |
| Philosophy | 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. |
| Media Type | |
| Market | United Kingdom |
| Advertising Manager | Jacqui Kean |
| Executive Creative Director | Peter Souter |
| Art Director | Paul Brazier |
| Art Director | Dave Dye |
| Art Director | Jeremy Carr |
| Copywriter | Jeremy Carr |
| Copywriter | Nick Worthington |
| Copywriter | Sean Doyle |
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