October 2008
The Economist will be launching an engaging brand advertising campaign with a flurry of questions such as the above to encourage a broadening of minds and active participation.
Singaporeans will be repeatedly asked, “What’s your opinion?” through a series of messaging.
The campaign, created by Red Card Ogilvy, demonstrates that The Economist offers an independent and global perspective that the readers enjoy and thrive.
In this increasingly globalised world, whether you are a graduating student entering the workforce, executive looking to move into your desired position, director of a multi-national corporation or just inquisitive by nature, there is a need to think global.
What happens in the world can have a direct or indirect effect on you. More than that, there are opportunities to be discovered, knowledge to be retrieved and ideas to explore.
Christopher Luk, Circulation Marketing Manager of The Economist Asia Pacific says,” The Economist is a global weekly magazine for curious people who enjoy being well and broadly informed.
As Singapore is a strong contender in the Asia Pacific region, the idea of consuming insightful and intelligent media thus forming independent opinions is what is emphasized.
The aim is to empower Singaporeans to seek answers beyond national boundaries and to appreciate the satisfaction of global thinking.”
The media strategy for the campaign will reach the audience via multiple touch points whilst concentrating with media where the affluent PMEB can be engaged, these include local daily newspaper, online news sites, outdoor billboards, SMRT and buses at selected routes.
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