NEWS: Economist spin-off launches branding campaign with AMV

The Economist Intelligence Unit is launching its first brand-building campaign to maintain its leadership of the information market, where competition is intensifying due to hi-tech developments.

The Economist Intelligence Unit is launching its first brand-building

campaign to maintain its leadership of the information market, where

competition is intensifying due to hi-tech developments.



Abbott Mead Vickers BBDO is spearheading the initiative, which will take

the form of double-page spreads in the Economist, the account for which

is also handled by Abbott Mead in Britain and across Europe.



The ads are the culmination of a year-long international survey carried

out by Abbott Mead’s marketing consultancy division, Brand Futures.



The campaign is one of a number of initiatives resulting from the survey

and is designed to maintain the unit’s position as the premier

information service.



Mark Ellis, the director of Brand Futures, commented: ‘The information

market is becoming increasingly competitive in the electronic age and

it’s essential to have a clear and compelling brand proposition.’



The ads, which were written by Alfredo Marcantonio and art directed by

Peter Gausis, aim to remind clients about the quality of the factual

information gathered by the unit, as well as the strength of the

accompanying analysis.



They emphasise the global scope of the unit’s reports and the lengths it

goes to in order to obtain and supply accurate information.



One spread shows the outline of some obscure countries under the

headline, ‘You may not be able to find them on a map, but you’ll find

them in our reports.’



Another shows a plain, unmarked envelope with the headline, ‘First the

information is smuggled out, then it is smuggled back in again.’



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