The Economist – I never read The Economist
Annabelle Watson and Caroline Breakwell
The Economist needed to attract newer, younger readers. Working with AMV BBDO, it targeted "Generation Why" – a group of intellectual curious twenty somethings drawn to a disparate range of subjects.
The Economist — I never read The Economist
This paper is the story of a brave client and agency team who are challenging an old, successful brand and business model to maximise future growth.
The current Economist model revolves around the...