The Economist: World Cup

Adam Fulford

The Economist harnessed cultural relevance to gain reach and engagement among a broad audience during the World Cup.

Campaign details

Brand: The EconomistBrand owner: The Economist GroupLead agency: Proximity LondonContributing agency: UMCountry: United KingdomIndustries: Magazines, periodicals, booksMedia channels: Online display, Outdoor, out-of-home, Programmatic display, Social mediaBudget: Up to 500k

Executive summary

The World Cup fuels billions of passionate online interactions. But the noise is as much an opportunity as it is a challenge, particularly for a newspaper brand like The Economist. Without a reputation for or expertise in sports, and with a modest budget, The Economistneeded a fresh angle...

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