The Economist - The Power to Influence
This campaign demonstrates how The Economist was able to distil its marketing challenge, use the right consumer insights and creative solutions to deliver a strategic campaign through integrated media to influence consumer perception of the brand.
The campaign not only over achieved all success measurements; it has also delivered enduring results that has strengthened the brands premium positioning in the Hong Kong market.
Marketing Challenge and Objective
For nearly 5 years, The Economist had not invested in brand advertising and in these 5 years Asia had undergone staggering changes. These changes...