Economist underpins sales growth with ad campaign

Thu, 26 Feb 2009

Dye Holloway Murray (DHM) has created a trade campaign for business news magazine The Economist.

The appointment does not affect The Economist's long-standing relationship with Abbott Mead Vickers.BBDO. However, DHM has devised 12 press ads intended to position The Economist as a source of inspiration.

In each ad the Economist logo features as the catalyst for idea generation, and each design has been created by a different illustrator.

The Economist is currently enjoying a circulation boost and posted a 3.1 per cent rise year on year in average net circulation for its UK edition in February's ABC figures. Average net circulation for June to December 2008 was 186,995.

However, it cut a number of jobs last month and a restructure saw the departure of advertising director David Weeks. Publisher Yvonne Ossman has taken over most of his responsibilities.