Cocogun extends Economist partnership with new US and UK OOH work

Sydney-based creative agency Cocogun has partnered with The Economist to launch a new out-of-home advertising campaign in the US and UK, extending the publication's long-running "white out of red" campaign.

Executed in the brand's famous minimalist style - concise, thought-provoking copy on the classic red background - the campaign is designed to reinforce The Economist's commitment to truth and reason "in an era of complexity and exponential change."

The work emphasises the publication's ability to cut through noise and arm readers with facts, context and insight.

Where it's running

The campaign follows last year's brand refresh and has been placed in high-traffic locations across both markets. In the US, media placements include sites around the World Trade Centre and key subway stations in New York City and Chicago.

In the UK, the work runs across Leicester Square, Carnaby Street and Canary Wharf.

The campaign is the latest chapter in an ongoing collaboration between Cocogun and The Economist, with the independent Sydney agency having worked on several projects for the publication since last year.

Client reaction

EVP Marketing at The Economist, Nada Arnot, said the partnership reflected Cocogun's understanding of the brand.

"With a creative heritage as iconic as ours, selecting partners to help us make the brand relevant and engaging for today is key," Arnot said.

"The team at Cocogun clearly knows and loves our brand deeply. We've brought them in to collaborate and support on a number of creative initiatives."

Agency reaction

Cocogun Creative Partner Ant Melder said the agency felt the weight of the brand's advertising legacy.

"To follow in the wake of some of the greatest advertising the world has ever seen is no small task," Melder said.

"I like to think/am utterly terrified by the idea that a certain Mr Abbott is somewhere in the ether looking down on everything we do with a judicious, firm yet encouraging eye. We're beyond proud to have been entrusted with this, and look forward to continued collaboration."

Keep on top of the most important media, marketing, and agency news each day with the Mediaweek Morning Report – delivered for free every morning to your inbox.