Repositioning The Economist
Under steep competition in the media landscape, The Economist was determined to push the envelope in delivering truth in journalism—boldly, intelligently, and without compromise. Yet in North America, the brand faced a significant challenge: misperception. Many saw it as a dry, complex financial publication rather than the sharp, worldly, and often irreverent voice it truly was.
The Economist Brand Strategy
Our strategy was to overturn that stereotype to reveal The Economist as the magazine for people who think differently, who appreciate wit as much as wisdom, and who seek clarity in a noisy, oversimplified world. Through smart, provocative creative, we set out to show that The Economist doesn’t just report on global events, it dissects them, questions them, and delivers truth with unmistakable intelligence and style.
