Economist

Taking the Economist brand online. The Economist campaign is one of the most successful advertising campaigns in the world. AMV have built the brand since 1975 by constantly evolving the brand alongside the

readership profile.

The idea was to embrace the intelligent and witty copy but add a whole new layer of clever technology behind the campaign.

Thus the world's first intelligent banner was born. Banners were placed on The NY Times, Guardian and various other UK and US news sites. The banner asks the user if they are on the same page as The Economist.

When the user clicks on the banner, it scrapes the web page the user is viewing. Makes a profiled search against the key words and terms on that page and delivers the most relevant article from 7 years worth of news archive. Helping readers to add depth of knowledge to what they are already looking at.

Information tools
Genome news tool that profiles readers content interests and serves articles straight to their desktop. Using magnetic tagging where the most relevant articles attract to your cursor. The more the reader uses the service the more accurate the articles become. This also goes some way to solving their web strategy of more daily visits to the site and building loyalty with readers online.

European and USA campaigns. The success of bringing news articles into banners created a global brief with major cities such as San Francisco, Chicago, Berlin and Washington which were the focus of attention.