​Indie creative agency, Exposure, has released its first major campaign for The Economist, since being appointed as the publication’s creative agency earlier this year, marking the official end of 38 years with AMV BBDO. The publication had moved to a project-based format in 2022 ad Australian indie, Cocogun launched a global OOH campaign two weeks ago.

Exposure’s Know it before you need it, running across the UK and US,reawakens the publication’s original live-action advertising and inspires readers to use the foresight and clarity it provides to deal confidently with a world full of noise but little understanding. It captures the intellectual advantage of subscribing to The Economist by heroing the confidence that comes from already having the knowledge and perspective needed before the moment arrives, rather than being caught off guard when events unfold.  

The campaign covers TV, radio, social, digital and out of home, and is planned to be a scalable creative platform that will evolve with fresh executions throughout the year. The hero TV spot was directed by Florence Poppy Deary through Biscuit Filmworks, showing those unexpected moments when everyone suddenly turns to you for an answer or point of view and your understanding becomes valuable.

Credits:
Client: The Economist
EVP Marketing: Nada Arnot
VP, Global Brand Marketing: Margaret Chen
Art Director: Vishaal Mistry

Creative Agency: Exposure
Executive Creative Director: Robin Ek
Creative Director: Will Millner
Head Of Strategy: Nic Davies
Strategist: Harry Salmons
Managing Director: Ben Boyles
Production Director: Bhavisha Patel
Producer: Natasha Buddle

Production Company: Biscuit Filmworks UK
Director: Florence Poppy Deary
Director of Photography: Matt Emvin Taylor

Post Production & VFX: Electric Theatre Collective
Editing: Shift Post
Sound: Zelig Sound
Music: Native Music
Music Supervisor: Fred Ashworth