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The Economist aims to showcase content diversity through Proximity London campaign

The series of banners aim to capture a wide range of readers

The Economist magazine has launched a brand response campaign, led by digital marketing agency Proximity London to highlight to potential readers the diversity of the publication's content.

Following on from several smaller projects after its appointment in September, London Proximity was tasked with attracting a broad audience to the magazine's print and online offerings, showing a new side to the brand.

The firm created a series of ads capturing the Economist's editorial style, providing content which could draw in different types of audience in bitesize digital ads.

John Treacy, executive creative director of Proximity, said: "When people actually see the range of topics that are featured in the Economist, it’s invariably a revelation. So as well as economics and politics, the audience gets to discover this eclectic and, often, playful world, full of witty writing and sharp analysis.

"It’s this variety we’ve tried to capture and leverage. The result is a copy-driven digital campaign, totally inspired by the content."

Mark Cripps, global head of marketing innovation and digital acquisition at the Economist, added: “Much of our content is provocative and the creative work could be nothing less.

"Proximity have been fundamental in designing a content marketing strategy that 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."

Adding: "We are proud to have globally aligned our brand and direct marketing activities through this digitally-led campaign.”

The Economist will also continue to work with Proximity’s sister agency, Abbott Mead Vickers BBDO.

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