The Economist‘s 38 year stint with AMV BBDO only came to an official end in May this year, although the business moved to a project-basis in 2022 and Proximity created 2019’s “Never stop questioning”. Already we have a new campaign by Exposure, which is aimed at reaching a younger audience.
“Know it before you need it” addresses the brand’s familiar theme around The Economist‘s ability to equip its readers with the analytical skills as well as the information they need to navigate a complex world. Directed by Florence Poppy Deary through Biscuit Filmworks, it’s all about the make-or-break moments when you are put on the spot.
Nada Arnot, co-managing director of The Economist business, said: “The Economist has always believed that understanding the world requires more than information alone. It requires trusted human editorial judgement, rigorous analysis and the depth of perspective that helps people navigate an increasingly complex world with confidence. This campaign brings that belief to life, highlighting the enduring value of independent journalism while introducing The Economist to new audiences.”
Ben Wardle, CEO of Exposure, said: “We wanted to create a platform that speaks to the growing desire to feel more confident and better prepared in an increasingly complex world. As global events, business and culture evolve faster than ever, we’re surrounded by more information than ever before. But information alone doesn’t create confidence. Understanding does. Know It Before You Need It captures the intellectual advantage of subscribing to The Economist.”
The “Know it before you need it” line is described as a “brand platform”, so maybe it’s a long-term thing that will settle in. It does a good job of shifting subtly to a slightly younger feel, but the confidence spills over into arrogance which might work for Gen Z, but nobody wants to look smug, surely?
MAA creative scale: 6
