Brand: The EconomistClient: The EconomistAgency: Sense
How can £10,000 buy a brand an always-on global campaign, thousands of new users with a lifetime value of millions, a new internal department, and, if they're lucky, a shiny APG award?
By selling less.
This paper describes how we helped The Economist optimise their face-to-face subscriptions activity by turning-off people who were seduced by the brand's offer even when it wasn't right for them.
It also describes what we did with the people who were left over, the ones who weren't pushed away...