The Economist

The overall campaign objective was to grow circulation in various European counties with emphasis on converting occasional and potential readers into regular readers.
  

the economist take a closer look

Brand Name: The Economist Client Name: The EconomistCategory for this Entry: CorporateAgency Name: Abbott Mead Vickers BBDO Ltd

Summary

The Economist has been advertising in Europe since the mid 1990's, however until 2001 the approach was country specific with different campaigns running in different markets (France, Netherlands, Sweden, Germany) at different times.  During this time The Economist had enjoyed some growth in circulation, however this growth did not reflect the size of the opportunity in continental Europe.  It...

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