The Economist faced the same challenge as all print media: an aging demographic and the dilemma of how to attract paid subscribers in a digital world. Our solution was to utilize social media to extend The Economist's reach to the next generation. The idea focused on the fact that smart is the new cool, and people use social interaction as a reflection of their intellectual clout. The Economist would capitalize on this inclination and let the readers bring their followers to The Economist message. By personifying The Economist as a single voice, consistent with the wit, tone and clarity the brand is know for, this concept would lead to trust and engagement in the social space.
The Economist pitch was made by Red Square Agency. My role was creative director.