The Economist is a challenging yet rewarding read, appealing to those who embrace its empowering yet thought-provoking content.

Alex Smith’s BRILLIANT strategy, ‘Discomfort Futures,’ positioned the brand as an advocate for change, enabling the creative team to bring bold topics to life through purposely polarising activations - such as insect ice creams, bleeding plant burgers, toilet water coffee, and waste fruit smoothies - to engage audiences.

These experiences filtered out the ‘globally curious’, driving immediate subscriptions and building a global programme that became The Economist’s second most profitable acquisition channel, earning industry-wide recognition and MANY A COPYCAT CAMPAIGN.