3 February, 1984
Abbott Mead Vickers has won the Economist account in a straight contest
against the incumbent, Gregory Ellis Slessor. The account was worth only
pounds 236,500 in the year to September, according to MEAL, but the
client is allowing for this to be increased, depending on Abbott Mead’s
proposals.
John Kelly, the magazine’s UK marketing manager, said: ’Abbott Mead has
a proven track record of quality advertising for quality products in a
quality market, which is the kind of advertising the Economist
needs.’
The agency’s deputy managing director, Adrian Vickers, said: ’It’s an
unusually subtle and challenging problem to position a product that has
such a complex appeal. Selling a medium is always a problem and this
particular magazine is rather exotic, so one is aiming at a very
specific market.’
