How the Economist changed tack to attract new readers

LONDON - Famous for its red and white poster ads, the Economist took a leap of faith to chase a new audience by changing its advertising strategy - read how it did it.

Economist...campaign to chase new audience
Economist...campaign to chase new audience

Earlier this year, the Economist launched a new ad, 'let your mind wander' - today you can find out about the planning of the campaign, introduced to attract "Generation Why".

CampaignLive is publishing a weekly series bringing you all the shortlisted entries for the 2009 APG Creative Strategy Awards.

This week, alongside the Economist ads, you can read about planning the relaunch of the VW website, and a new campaign for Royal Mail, aimed at small businesses.

APG Creative Strategy Awards - The Economist 'let your mind wander' by AMV BBDO

View more shortlisted entries: APG Creative Strategy Awards 2009