Economist unveils new poster campaign

Abbott Mead Vickers BBDO has created a new poster campaign for The Economist.

The ads, which break on 1 May, are the latest executions in the iconic "white out of red" campaign, which was conceived by David Abbott in 1988.

The agency has been working with The Economist for 20 years.

The basic tenet of the work is that The Economist helps its readers get ahead. But the latest executions are written to the "don't get left behind" proposition, emphasising how, in a climate of political and economic uncertainty, The Economist is a more essential read than ever.

One of the executions pictures three glasses. Two of them are filled to halfway. Under these are the words "optimist" and "pessimist". Under the third glass, which is full to the top, are the words: "Economist reader."

Another version reads: "Once upon a time there was an ambitious young man who didn't read The Economist. The end."

"Optimist, pessimist" was written by Tim Riley and art directed by Roy Hyndman. "Once upon a time" was written by Richard Morgan and art directed by Simon Langley. Media planning and buying is by PHD through Outdoor Connection.

The ads will run on more than 1,000 six-, 48- and 96-sheet sites, as well as on escalator panels and special builds.

Jacqui Kean, the brand marketing manager, said: "The challenge is to move the campaign on strategically and push the boundaries creatively, while staying true to The Economist product and brand values. We believe that this batch of work definitely meets that challenge."


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