Campaign details
Brand: The Economist
Campaign Overview
The Economist needed a new generation of younger readers - but today's younger generation is jaded by news.
Believing the world has become "toxic to truth" and closed minds have the loudest voices, the title needed to prove serious journalism shouldn't be confused with journalism as entertainment.
Strategy
Research identified the "globally curious" people interested in politics, business, current trends and future technology.
But it also showed they were jaded by superficial, specious news sources, and unsettled by closed minds with loud voices.
Worryingly, many saw The Economistas a "right-wing...