The Economist: There is nothing more provocative than the truth
Sarah Brown
Campaign details
Client: The EconomistAgency: Proximity LondonBrand: The Economist
Summary
An iconic brand had a Marmite problem.
Loved by readers, The Economist was often sorely misunderstood by non-readers who perceived it to be a set of dull articles on business and finance – in short, Warren Buffett's bedtime reading.
We discovered that the root of the problem was that, just as in an optical illusion, readers and non-readers perceived entirely different things.
We realised that experiencing the content gave non-readers an...