Proximity London Launches Cheeky New Campaign for The Economist

The Economist has launched a major brand response campaign this week highlighting the surprising diversity of its content.

Produced by their digital and direct partner Proximity London, and aimed at a broad audience of potential Economist readers, the provocative work delivers contextual content, drawing attention to a different side of the brand.

Said Proximity’s Executive Creative Director, John Treacy: “When people actually see the range of topics that are featured in The Economist, it’s invariably a revelation. So as well as economics and politics, the audience gets to discover this eclectic and, often, playful world, full of witty writing and sharp analysis. It’s this variety we’ve tried to capture and leverage. The result is a copy-driven digital campaign, totally inspired by the content."

The global rich media campaign features page takeovers, banners and MPUs across news sites in North America, Europe and Asia. As Mark Cripps, SVP and Global Head of Marketing Innovation & Digital Acquisition at The Economist explained: “Much of our content is provocative and the creative work could be nothing less. Proximity have been fundamental in designing a content marketing strategy that marries a cheekily inventive approach with state of the art dynamic units – all clicking through to a customised soft landing page where new readers can consume a piece of content and then go on to register or subscribe. We are proud to have globally aligned our brand and direct marketing activities through this digitally-led campaign.”

The Economist announced the appointment of Proximity London in September. The brand also has a longstanding relationship with Proximity’s sister agency, Abbott Mead Vickers BBDO.