Outdoor ad: The Economist magazine: Unknown

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ATL brand awareness campaign to achieve the following objectives: Change the perception that The Economist is just about economics. To give The Economist more of a relevant role in the lives of Australians – to show it is a ‘must-read’ for smart people

Proposition – Know More
The proposition was all about the need for more information, given that The Economist delves much deeper into insights and analysis and demonstrating that this was supplementary information.