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
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
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.’