The Economist launches global brand response campaign
Wednesday October 29, 2014 at 10:24am
The Economist has launched a global rich media campaign featuring page takeovers, banners and MPUs across news sites in North America, Europe and Asia, highlighting the surprising diversity of its content. Produced by its digital and direct partner Proximity London and aimed at a broad audience of potential Economist readers, the provocative work delivers contextual content, drawing attention to a different side of the brand. Mark Cripps, SVP and global head of marketing innovation & digital acquisition at The Economist says that the content marketing strategy “marries a cheekily inventive approach with state of the art dynamic units – all clicking through to a customised soft landing page where new readers can consume a piece of content and then go on to register or subscribe. We are proud to have globally aligned our brand and direct marketing activities through this digitally-led campaign.” The Economist announced the appointment of Proximity London in September. The brand also has a longstanding relationship with Proximity’s sister agency, Abbott Mead Vickers BBDO.