Classics Episode: The Economist's "white on red" campaign

Laura Marks, CBE
Account Planner
Abbott Mead Vickers (1988)
London

The original strategist on The Economist campaign, Laura Marks, CBE shares the unlocks that shaped its decades-long run. A Gold Award winner from 1993, it's part of our "Old But Gold" series with APG London, and is timeless in its lessons for marketers. Thanks to Tracksuit (the affordable brand tracking solution) for sponsoring this series.

Below are sample executions from the campaign over the years. It was predominently an out-of-home campaign.