The Economist launches subscription campaign highlighting continued editorial independence

17 Aug

Channels: Business Finance

•Multi-channel campaign rolled out in 24 hours •AMV BBDO and Proximity deliver creative that capitalises on The Economist’s independence •Programmatic buying to drive reach and response •Unique marketing assets created for our social media follow


The Economist has been editorially independent since its founding in 1843. The recent acquisition of shares by Excor, and the share buy-back by The Economist Group, protects The Economist’s proud editorial independence. As the current editor-in-chief wrote in her letter to readers on Wednesday “We are proud of our heritage of editorial and commercial independence, serving no master save the liberal credo of open markets and individual freedom”.

Reacting to the news, The Economist’s marketing team, with its agencies AMV BBDO, Proximity and UM, have pulled together a brand values campaign focusing on the editorial independence of The Economist. The creative will form part of the ongoing brand response campaign which scooped a bronze Cannes LIONS this year. Cheekily, some of the creative draws attention to The Economist Group’s share buy-back, asking if the audience buys into our values then why not buy into The Economist, by taking, or renewing, a subscription – we just have!

This marketing campaign comes as the latest Audit Bureau of Circulation shows The Economist is maintaining total circulation at a robust 1.6m while witnessing phenomenal growth in digital circulation. In the UK digital circulation was up 226% year-on-year.

Michael Brunt, Chief Marketing Officer and Managing Director of Economist Circulation says “Demand for subscriptions to The Economist remains undiminished driven by the mind stretching journalism we provide to an audience of global curious progressives. An audience that continues to see that the editorial we provide is of a quality for which an increasing number of people are happy to pay”.

Brunt continues “I am extremely proud of the marketing we do which is reflected in its results. It is testament to our strong relationships with our creative agencies that we have been able to implement this campaign focusing on our continued independence so quickly.  I look forward to growing the circulation of The Economist through ongoing innovation and refinement of campaigns across our channels to market”.  

Cilla Snowball, Group Chairman and Group Chief Executive of AMV BBDO said “AMV BBDO’s relationship with The Economist goes back to the ‘white out of red’ campaign from the 1980s. I am delighted with the creative concept both AMV and Proximity have delivered. I am also grateful to have been involved in delivering a campaign that marks such a historic moment in The Economist’s 172 year history”

To arrange an interview with Michael Brunt, Chief Marketing Officer and Managing Director of Economist Circulation contact:

Holly Donahue, The Economist, UK 
Tel: +44 (0)20 7576 8379 or +44 (0)771 562 1079 

Michelle Hayden, The Economist, New York 
Tel: +1 212 641 9827 

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