An iconic brand, sharpened for today.

In early 2020, JOAN was tasked with developing a strategic and creative approach to boost The Economist’s appeal among potential US subscribers. Little did we know at the time that another event would overshadow it, one which could further showcase the merits of The Economist’s trademark clarity.

Our solution was to point out the incredible power that a well-reasoned perspective can bring -- something we need now more than ever. We partnered with The Economist team to develop highly relevant messages at this tumultuous moment, allowing us to speak meaningfully to people in this extraordinary time.