The Economist has launched a new brand campaign with commercials featuring the slogan, “The Economist Knows Which Way is Up.”
The ads will run in places such as NPR, MSNBC, CNN, CNBC, BBC News, ITV, and Channel 4.
“Know Which Way Is Up’ is more than a tagline—it’s what our journalism helps people do every day,” said Nada Arnot, executive vice president of marketing at The Economist, in a statement. “In a world full of noise, this campaign puts our bold red and white back in the spotlight, reminding audiences that The Economist offers a sane, sharp dissection of the issues facing our world—and helps them navigate what’s next.”
The creative draws on the history of The Economist, tapping into the paper’s iconic design elements and typography that it believes will resonate with loyal readers while capturing the attention of new audiences.
The ads were created by UK brand studio NOMAD.
