The Economist - "Two Thirds"

AMV BBDO

AMV BBDO London, United Kingdom

12264

Title	Two Thirds
Agency	AMV BBDO
Campaign	White Out Of Red - The Economist
Advertiser	The Economist
Brand	The Economist
Date of First Broadcast/Publication	1988 / 1
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	Poster
Market	United Kingdom
Creative Director	Peter Souter
Copywriter	Matthew Abbott
Art Director	Martin Casson
Advertising Manager	Jacqui Kean