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Why The Economist swapped its famous elitist marketing for emotional messaging

on Jan 31, 2019 | 0 comments

By Ian Burrell

The Economist is taking a series of steps to bring more emotion to its brand after research revealed that it was seen as lacking in humanity and accessibility.

In a concerted response, the 175-year-old business and cultural institution is expanding its activities in filmmaking, launching new podcasts and using young actors as brand ambassadors to sell subscriptions in stations and shopping malls. It is also introducing more graphics and illustration to its famous weekly ‘newspaper’ (as the magazine is known internally).

This month, The Economist produced its first branded television campaign in a decade and gave it a decidedly human interest Read full story ›

Source: The Drum