UK: new Economist ad campaign attacks newspaper give-aways
The Economist has launched a new advertising campaign in the UK which is aimed at humorously highlighting the benefits of reading the magazine. The campaign also targets give away initiatives run by many newspapers by using a spoof of offering free seeds to readers. Jacqui Kean, brand marketing manager for the Economist, explained this concept in the following way: "The strategy behind the seeds ad is that we offer seeds of thought and ideas and is a spoof of many of our competitors that are focusing on tactical initiatives." Other examples of ads in the campaign include: "Do not fold, Now with bigger pictures", "Makes white collars brighter" and "Avoid typecasting".
Source: Media Guardian
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