The words on the street

Founded in 1843, The Economist takes the editorial stance of liberalism that supports free trade, free immigration and cultural liberalism (such as supporting same-sex marriages and drug liberalization). A very honest, transparent and open view of the world we think.

50% of its worldwide sales are in the US. In Europe the situation is very different. For example, in Germany The Economist has an awareness of 43% but a readership of less than 0.5%. We needed to change this.

We know our potential readers like reading. So, we gave them something to read. We worked together with the media company and editorial staff of The Economist, writing articles to create a smart match with the media. We focused on Berlin.

Sales in Germany outperformed the rest of Europe by 6.3%. The campaign won two Cannes Bronze Lions, 3 nominations at The Dutch Art Directors Club, Silver at Epica and a Eurobest Bronze.