The Economist in Europe - stop writing ads!

Europe-wide campaign for the Economist magazine. How the advertising approach (mainly using pictures, not words) was developed, to appeal to target audiences whose English might be uncertain.
Agency: Ammirati Puris LintasAuthor: Mark Earls

The Economist in Europe - stop writing ads!

 

What on earth do cacti, conspiratorial babies, acupuncture and the work of an avant garde American artist have to do with that most British of business brands, the Economist?

This case demonstrates how planning led directly to and nurtured this sort of advertising - a campaign which, though very different in tone and style, can stand shoulder-to-shoulder with the much-admired UK work.

Planning's contribution lay not in inventing a new proposition, but rather in defining the...

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