Economist targets “intellectually curious”

The Economist is launching a new brand strategy in a bid to widen its appeal to new readers.

Economist campaign
Economist campaign

Its “Red Wires” campaign, created by Abbott Mead Vickers.BBDO, launches in cinemas tomorrow (July 3) with a 70 second execution.

The publisher says it is hoping to reach the “intellectually curious” who might not currently consider themselves to be natural Economist readers.

Media planning and buying for the campaign was handled by PHD. The ad features wire-jumper Florent Blondeau and was filmed in April 2009 in Budapest.

The ad depicts a man walking through a city on a series on red wires and closes with the strapline “Let your mind wander”.

Each wire represents a thought inspired by reading The Economist and the journey is a metaphor for the pleasure of connecting different ideas.

The cinema ad will be accompanied by various print and digital activities launching throughout the year.

Research undertaken by the publisher has shown that with the rise in the number of people going on to university, there are now over three million individuals in the UK “with high levels of curiosity about the world”.

The Economist currently sells 186,995 copies each week in the UK.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here