Dave Dye
Creative Director at Dye Holloway Murray
London, United Kingdom
TitleLose The Ability
Campaign White Out Of Red - The Economist
Advertiser The Economist
Brand The Economist
PostedJuly 2001
Business Sector Newspapers, Magazines, Books
Philosophy The Importance of Selling a Brand, Not Next Week’s 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 Print
Market United Kingdom
Advertising Manager
Executive Creative Director
Art Director
Art Director
Art Director

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