The Economist

 

The economist is a magazine tailored towards business and entrepreneurial minds, it uses advertising to stand out as being witty and inventive creating the impression that you will be too as a consumer.

 

 

Their campaign focuses heavily on the copywriting, usually a puzzle or brain teaser. "This means the advert is saying something about the product, but also giving a reward to people who work it out, so they feel as if they are in a virtual club of Economist readers."
Jacqui Kean, global brand director, The Economist

 

 

The ads also create a sense of ego for the consumer, this also instils a sense of self confidence from the magazine and not arrogant as they are advertising the readership rather than the magazine. This innovative approach grabs attention from the right people as they understand the play on words used here.

 

 

To summarise 'The Economist' campaign is timeless and as long as it continues to be witty and engage with its readership will be effective.

 

 

credits:

Advertising Agency | The Corner London

Agency Creative Director | Tom Ewart

Copywriter | Robert Amstell -

Art Director | Matthew Lancod -

Planning Director | Neil Hourston -

Planner | Ollie Gilmore