Proximity London has picked up the direct marketing account for The Economist without a pitch, working alongside long-standing agency and Proximity sister business Abbott Mead Vickers BBDO.
The publication, whose ownership is split between the Financial Times and group of independent shareholders, has previously worked with is part The Communications Agency and Havas EHS; Proximity will now be its sole retained agency.
It has been briefed to handle subscription marketing activity, mainly through digital channels.
The appointment was made by Economist global head of marketing innovation and digital acquisition Mark Cripps, the former McCann Worldgroup regional strategy and digital director, who also worked at Craik Jones.
Cripps said: “We were looking for an agency to deliver direct and digital creative services at scale. In Proximity, we found more than that – they operate at the intersection of performance and content marketing too.”
AMV has handled the Economist advertising account for nearly 30 years, devising the classic “I never read the Economist – management trainee, aged 42” poster, as well as “Mind the gap”.
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