“The rational connection is already there – I wanted to get emotional reaction and win hearts as well as minds.” “What we have spotted is that we index relatively low on being human or being accessible, so we wanted to upweight the emotional connection,” Cripps says. The new TV campaign, called Never Stop Questioning and made by Proximity London, is designed to address this. "We have undertaken a lot of research related to the old white-out-of-red ads and they certainly did come across as being a bit elite and a bit inaccessible, and that you had to be part of a club to be in-the-know in order to participate,” he says. “The historic communications has created a legacy of inaccessibility and that is what we are trying to overcome,” says Mark Cripps, The Economist’s chief marketing officer, explaining his current strategy to The Drum. The lingering memory of such distinctive messaging has not always been helpful to a modern media brand which wants to reach out to a young global audience. It was a winning approach, designed to demonstrate intellectual superiority, but it led to snooty follow-ups, from “Voted Best Mortgage Provider 2004.” to “You can so tell the people who like don’t read The Economist.” Aged 42.”, one of the great moments in 1980s advertising. The creative is a long way from The Economist’s classic red-out-of-white, out-of-home work, which is best-remembered for David Abbott’s “‘I never read The Economist.’ Management Trainee. This month, The Economist produced its first branded television campaign in a decade and gave it a decidedly human interest narrative, featuring a young woman of colour as she follows her inquisitive nature to pursue a career in teaching.
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