|Title||Lose The Ability|
|Campaign||White Out Of Red - The Economist|
|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.
|Advertising Manager||Jacqui Kean|
|Executive Creative Director||Peter Souter|
|Art Director||Paul Brazier|
|Art Director||Dave Dye|
|Art Director||Jeremy Carr|
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