| Title | Great Minds |
| Agency | AMV BBDO |
| Campaign | White Out Of Red - The Economist |
| Advertiser | The Economist |
| Brand | The Economist |
| Posted | November 2002 |
| Business Sector | Newspapers, Magazines, Books |
| Story | 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. |
| 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. |
| Problem | 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. |
| Media Type | |
| Market | United Kingdom |
| Executive Creative Director | Peter Souter |
| Copywriter | Jeremy Carr |
| Advertising Manager | Jacqui Kean |
| Art Director | Paul Brazier |
| Art Director | Dave Dye |
| Art Director | Jeremy Carr |
| Copywriter | Nick Worthington |
| Copywriter | Sean Doyle |
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