| Заголовок | Two Thirds |
| Агентство | AMV BBDO |
| Кампания | White Out Of Red - The Economist |
| Рекламодатель | The Economist |
| Бренд | The Economist |
| Дата первой трансляции/Публикации | 1988 / 1 |
| Бизнес сектор | Газеты, журналы, книги |
| История | This white out of red poster campaign, originally inspired by the magazines masthead, uses wit and wordplay to demonstrate that The Economist is a publication read by successful and intelligent individuals. The price of admission to this unique club of successful people is the price of the magazine. |
| 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. |
| Проблема | In 1988 The Economist, with its traditional positioning as a weekly newspaper, was competing for share in a highly aggressive marketplace. Peoples choice of media was expanding and as a publication with a rather worthy and intellectual image it could easily have been forced out of readers repertoires. |
| Тип медиа | Плакат |
| Рынок | United Kingdom |
| Креативный директор | Peter Souter |
| Копирайтер | Matthew Abbott |
| Арт-директор | Martin Casson |
| Менеджер по рекламе | Jacqui Kean |
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