The Economist A concept for the curious
7th Oct 2009
The Economist has been provoking thought among curious audiences since its establishment in 1843. Although thought to be focused mainly on political and business features, The Economist has been treading a path away from the ‘boring’ side of economics for a few years now. However, The Economist is looking to alter its ‘stuffy’ reputation to one of inclusion for anyone who wants to intellectually grow and be challenged by new ideas. The work with Creation is part of this re-branding scheme to entice a wider audience to the publication.
The Creation Agency has been enlisted to help with the student area of the campaign; promoting curiosity among the intelligent and creative. The new feel for The Economist is one of inclusion and open-mindedness; what better group to target then than the minds of tomorrow? The new UK brand strategy is about communicating the thrill of being stimulated by exploring global connections and ideas. The interest in worldwide subjects and the variety of independent articles make The Economist an ideal read for a whole new audience.
The Creation Agency is creating promotional web banners and imaginative emails to raise awareness of the ‘six issues for a pound’ student campaign. The simple design encourages interaction with the online strategy. This design highlights the curiosity synonymous with the brands new look and feel. The focus on the student market will enable The Economist to form a new base of open-minded individuals who will take on the brand as part of their personal development and future lifestyle.