The Economist targets younger audience with OOH campaign

The publication had conducted all media buying for the campaign in-house.

Nada Arnot, executive vice-president of marketing at The Economist, told Campaign the main driver behind the campaign was “raising brand awareness that we’re the place to get unbiased, fact-checked news."

She said the work was "slightly in-your-face and provocative, but also appealing to the masses", adding that it intended to showcase itself as a "reliable source of journalism against a proliferation of fake news, confusion and high levels of mistrust around news."

Other elements of the push—a 30-second TV spot, ads on 1,000 New York taxis, and radio ads— will only be available in the US as the brand seeks to expand in that market.

The campaign comes amid workforce changes. Luke Bradley-Jones, general manager of EMEA at Disney+, has been hired as president and managing director. He joins in the summer. Leon Saunders Calvert, partner and chief product officer at data and tech firm ESG Book, also joins as president and managing director of Economist Intelligence in April.