The Challenges Of Branding At The Economist

The Economist is an internationally known publication, with high monthly viewing figures. However, in order to attract new subscribers around the world, it needed to challenge perceptions of its brand and appeal to a wider demographic. We're joined by the publication's Head of Marketing Technology & Operations, Steve Lok, who describes the challenges of attracting new audiences and being creative with content, and explains why and how a recent digital campaign exceeded all expectations and pushed boundaries.