Title | Sheep |
Agency | AMV BBDO |
Campaign | White Out Of Red - The Economist |
Advertiser | The Economist |
Brand | The Economist |
Posted | November 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 | Billboard |
Market | United Kingdom |
Executive Creative Director | Peter Souter |
Copywriter | Sean Doyle |
Art Director | Dave Dye |
Advertising Manager | Jacqui Kean |
Art Director | Paul Brazier |
Art Director | Jeremy Carr |
Copywriter | Jeremy Carr |
Copywriter | Nick Worthington |