| Title | Smarties 2 |
| Agency | AMV BBDO |
| Campaign | White Out Of Red - The Economist |
| Advertiser | The Economist |
| Brand | The Economist |
| Posted | November 2002 |
| 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 |
| 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 |
More Work
SEE ALLRacist Dog 5
- BRAND:
- Create Not Hate
- AGENCY:
- Quiet Storm
Racist Dog 4
- BRAND:
- Create Not Hate
- AGENCY:
- Quiet Storm
Racist Dog 3
- BRAND:
- Create Not Hate
- AGENCY:
- Quiet Storm
Racist Dog 2
- BRAND:
- Create Not Hate
- AGENCY:
- Quiet Storm
Racist Dogs 1
- BRAND:
- Create Not Hate
- AGENCY:
- Quiet Storm
Racism is Ridiculous 4
- BRAND:
- Create Not Hate
- AGENCY:
- Quiet Storm
Racism is Ridiculous 3
- BRAND:
- Create Not Hate
- AGENCY:
- Quiet Storm
Racism is Ridiculous 2
- BRAND:
- Create Not Hate
- AGENCY:
- Quiet Storm
Racism is Ridiculous 1
- BRAND:
- Create Not Hate
- AGENCY:
- Quiet Storm