The Economist — I never read The Economist

AMV BBDO



SUMMARY

This paper is the story of a brave client and agency team who are challenging an old, successful brand and business model to maximise future growth.

The current Economist model revolves around the creation of an elite club of wealthy readers, which enables the brand to sell premium ad space. It has become clear, however, that the most compelling catalyst for future growth is to increase circulation. So we have decided to abandon this long-standing strategy along with our iconic print campaign.

To achieve this, we have defined the broadest possible audience who will find The Economist relevant and appealing: 'Generation Why', a sizeable group of 3 million.