Last week, long-term majority owner Pearson sold its 50 per cent stake in the title to investment company Exor, controlled by the Italian Agnelli family, and agreed to a buy-back of another £182m worth shares to The Economist Group.
To reassure subscribers that The Economist will retain its independence, the publisher teamed up with its agencies AMV BBDO, Proximity and UM for a campaign reasserting its editorial “freedom”.
Targeting its global digital audience of 50m, it launched a series of ads featuring witty comments on its ownership change (see below), including, “Buy into our values? We just have,” and, “Independence means we can still take whatever side we want.”
The publisher used programmatic media buying to “drive reach and response”. It also rolled out a two-minute video, emphasising The Economist’s commitment to personal and economic freedom since its creation in 1843.
More like this