Proximity London has launched its first work for The Economist since being appointed last month, with a major brand response campaign highlighting the diversity of its content.
Aimed at a broad audience of potential Economist readers, the provocative work delivers contextual content, drawing attention to a different side of the brand.
The global rich media campaign features page takeovers, banners and MPUs across news sites in North America, Europe and Asia.
Proximity executive creative director, John Treacy explained that the campaign is based on the insight that when people actually see the range of topics that are featured in The Economist, it is invariably a revelation.
He added: “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.”
Proximity picked up the account in September, and now works alongside sister agency, Abbott Mead Vickers BBDO. The ad agency has held the business since the Eighties and devised the classic poster under the strapline: “I never read the Economist – management trainee, aged 42.”
Mark Cripps, who goes by the rather grand title of senior vice-president and global head of marketing innovation and digital acquisition, praised the new activity.
He said: “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.”
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@proximityLDN unveils first work for the Economist http://t.co/5VA8mLTOdl #directmarketing #digitalmarketing #advertising