The Economist has taken to TV advertising for the first time in a decade as it looks to communicate its values to new audiences in the UK and US.
Working with long-term agency partner Proximity London, the publisher has delivered a brand film and a direct response commercial to position itself as a leading source for international business and world affairs.
The ad channels the curiosity of a child to enforce its ‘Never Stop Questioning’ strapline in work Mark Cripps, chief marketing officer for The Economist, said will attract an audience it describes as the ‘invested globally curious’.
“We have made a strategic investment to talk with our target audience in a way that reinforces a more emotional connection to our brand.
“We have a loyal and dedicated readership that perceives great value from their relationship with The Economist and truly loves our brand. Our readers never stop questioning the world around them and we believe this campaign will attract a similar audience and encourage them to learn more about The Economist.”
With the creative, The Economist offers a call to action designed to drive subscriptions and hopes to raise brand awareness.
The work will run on Sky, Channel 4, ITV and Channel Five; and in the US on channels including CBS, NBC, Fox, ABC and News 12. It claims there has been a focus on high-reach programming for media placements.
It comes one month after the brand's chief executive Chris Stibbs announced his departure. Last year the title told The Drum about its plan to position itself as a bulwark against populism and authoritarianism.
Vote for the work below in The Drum's Creative Works.