| Заголовок | Smarties (1) |
| Агентство | AMV BBDO |
| Кампания | White Out Of Red - The Economist |
| Рекламодатель | The Economist |
| Бренд | The Economist |
| Posted | Ноябрь 2001 |
| Бизнес сектор | Газеты, журналы, книги |
| философия | 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. |
| Тип медиа | Печать |
| Рынок | United Kingdom |
| Исполнительный креативный директор | Peter Souter |
| Копирайтер | Nick Worthington |
| Копирайтер | Sean Doyle |
| Копирайтер | Jeremy Carr |
| Арт-директор | Paul Brazier |
| Арт-директор | Dave Dye |
| Арт-директор | Jeremy Carr |
| Менеджер по рекламе | Jacqui Kean |
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