The Economist’s distinctive minimalist red and white branding and tightly crafted copy that has made its outdoor advertising so famous returns with its latest campaign centred on trust in the modern world.
The most recent wave of its Know Which Way is Up branding work, maximises the power of outdoor advertising for simple, visually compelling messages that build brands. The thought-provoking creative – each with standout white font against a red background – references AI and its impact on the way people work, live and find information today.
The ads running on JCDecaux’s rail portfolio include the lines ‘Tricky questions tend to arrive ahead of schedule’ and ‘Pre-empt the prompt’.
Nada Arnot, EVP of Marketing at The Economist, featured on our Digital Changemakers podcast, where she talked about investing in long-term brand building to support business growth and help grow the next generation of readers.
As she looks to grow global subscribers, she shared how she has used data and creative testing along with measurement frameworks to ensure the work’s success, as well as reiterating the importance of long-term investment.
Through the trusted medium of Out-of-Home, The Economist is reaching audiences in the real world and this campaign was booked with JCDecaux OneWorld USA via Blue Vista 725 and created with Sydney-based creative agency Cocogun.