The Economist: 12 for 12

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An award-winning campaign that captured new readers

An award-winning campaign that captured new readers

Challenge

How could The Economist increase their presence in the US and acquire new millennial audiences?

Idea

The 'Dynamic World' commercial repositioned The Economist for a world where facts matter more than ever. The ad showcased a breadth of US focused content and revealed a more contemporary look and feel that highlighted the new ways readers can engage with The Economist through digital channels.

Results

  • 7K (new paid subscribers)
  • $5.5M (increase in TV media spend)
  • TV+ (largest paid media channel)

Awards

2018 The Telly Awards (Gold)