The Economist - The importance of selling a brand, not next week's issue

This silver-wining paper examines the long-term success of The Economist's advertising. Unlike most media brands, The Economist decided, in 1988, to invest in brand advertising rather than in a tactical, content-led approach.
Agency: Abbott Mead Vickers.BBDOAuthors: Clare Phillips and Annabelle Watson

SILVER AWARD

The Economist

The importance of selling a brand not next weeks issue 

INTRODUCTION

A revolution has taken place in the media. Since 1985 there have been over 1500...