| 标题 | I Never Read |
| 广告公司 | AMV BBDO |
| 广告战役 | White Out Of Red - The Economist |
| 广告主 | The Economist |
| 品牌 | The Economist |
| Posted | 11月 2002 |
| 行业领域 | 报纸、杂志、书籍 |
| 剧情简介 | 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. |
| 哲学 | 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. |
| 问题 | 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. |
| 媒体类别 | 平面 |
| 市场 | 英国 |
| 执行创意总监 | Peter Souter |
| 文案 | Jeremy Carr |
| 广告经理 | Jacqui Kean |
| 美术指导 | Paul Brazier |
| 美术指导 | Dave Dye |
| 美术指导 | Jeremy Carr |
| 文案 | Nick Worthington |
| 文案 | Sean Doyle |
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