The Economist’s digital marketing campaign wins Gold at Cannes for creative effectiveness

The Economist’s digital marketing campaign wins Gold at Cannes for creative effectiveness

The Economist’s digital marketing campaign “raising eyebrows and subscriptions” has been awarded a Gold Lion for creative effectiveness at this year’s Cannes Lions International Festival of Creativity.

The multi-award winning campaign has unlocked a new audience for The Economist by using provocative creative directly linked to The Economist's perception-changing content. Working with creative agency Proximity London and media agency UM London, the campaign has shown the depth of The Economist’s content with articles that go beyond its usual coverage of economics and politics. It also displays this content in a dynamic way using in-feed advertising and real-time creative to serve ‘smart content’ in contextually relevant and unexpected places. Importantly the campaign has generated 5.2 million clicks and 64,000 new subscribers worth £51.7 million in lifetime revenue.

This win comes as the latest Annual Report was released yesterday by The Economist Group showing that circulation profits grew at a record pace of 31% over the last year, in large part because of the “raising eyebrows and subscriptions” digital campaign.

Chief Marketing Officer and Managing Director of Circulation for The Economist, Michael Brunt, said, “In a machinedriven digital marketing world where every individual interaction has a value, it's easy to think creativity no longer matters. But we're not machines and we act from the heart as often as we act from the head. Ignoring creativity means ignoring the impulse buy, the passion, the loyalty and the value customers place on brands.”

Cannes website link: http://www.canneslionsarchive.com/winners/entry/775524/raising-eyebrows-and-subscriptions The Economist Group Annual report 2016: http://www.economistgroup.com/pdfs/Annual_Report_2016_FINAL.pdf

-ENDS-

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About The Economist (www.economist.com)

With a growing global circulation and a reputation for insightful analysis and perspective on every aspect of world events, The Economist is one of the most widely recognised and well-read current affairs publications. The paper covers politics, business, science and technology, and books and arts, concluding each week with the obituary. In addition to the web-only content such as blogs, debates and audio/video programmes available on the website, The Economist is available to download for reading on Android, Blackberry PlayBook, iPhone or iPad devices. The Economist Espresso, our daily briefing smartphone app, is also available for download via iTunes App Store or Google Play.