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The Economist’s CMO on using ‘zeitgeist moments’ to drive subscriptions
Despite cuts to marketing spend due to the “shapeshifting” Covid crisis, global CMO Kim Miller has led The Economist to record subscription growth through a mixture of innovation, experimentation and resilience.
In a year characterised by Covid-19, a fraught US election and the re-emergence of the Black Lives Matter movement, many people have been craving news and analysis from a source they can trust.