The Economist seeks agency for DM business

LONDON - The Economist is looking for an agency to handle its direct marketing account.

The Economist: calls direct marketing review
The Economist: calls direct marketing review

The publication is owned by the Economist Newspaper Group and has approached agencies directly in a bid to appoint a retained agency to its DM business.

In recent years, The Economist has used an in-house marketing team to handle its DM and CRM campaigns.

However, before bringing the work in-house, the publication had held a long-term relationship with EHS 4D (then EHS Brann).

Last year, The Economist launched its first film campaign since 2001, a 70-second cinema ad.

The spot, by Abbott Mead Vickers BBDO, featured a man tightrope-walking on a series of red wires through various cities.

It carried the strapline "Let your mind wander", and aimed to portray the sheer amount of knowledge that can be gained by reading the publication.

AMV has been the incumbent on The Economist's ad account for more than 25 years. Media planning and buying is handled by PHD.