Press Release
The Economist hires Golin to demonstrate its relevance to new audiences
across Asia
The Economist, one of the world’s best read current affairs publications, has appointed international
communications agency, Golin, as its PR agency of record in Asia after a competitive pitch. The
main objectives of Golin’s campaign will be to: position The Economist as a source of insightful,
thought-provoking analysis; increase paid print and digital subscriptions; and showcase the media
group’s capabilities as a partner for marketing and communications activities.
First published in 1843, The Economist is headquartered in London and has offices and people
across the globe, including operations in Beijing, Shanghai, Tokyo, Seoul, Hong Kong, Singapore and
Mumbai. Valued for its high-quality journalism and rigorous standards, The Economist has a growing
global circulation of 1.5 million people and reaches the highest levels of public and private sector
organisations – its readership includes leaders of multinational business, government agencies and
large non-government organisations.
The Economist has been at the forefront of the media industry in exploring how digital channels can
be used to deliver content in new ways and attract new audiences. In November, 2014 it launched its
first-ever daily edition with the Espresso app, which provides bite-sized summaries of key
international stories before breakfast each day to subscribers. In April this year, it launched its first
ever bi-lingual edition with The Economist Global Business Review app, which makes content
available in Chinese, Economist Films was launched the month before. At Apple’s Worldwide
Developers Conference this month The Economist was revealed as one of the media outlets that will
provide selected content into Apple’s News App.
Charles Barber, vice president, PR & thought leadership at The Economist, said: “The Economist
strives to provide mind stretching information to a globally curious audience. We continue to innovate
and find new ways of delivering compelling content to our readers. We realise that people have a lot
of choice on where they get their news and views and we are looking forward to working with Golin to
demonstrate why The Economist remains as relevant and necessary as ever – particularly in an age
of information overload.”
Along with its coverage of the cultural, commercial and technological events that are shaping society,
The Economist also aims to be an advocate for positive change. Originally founded to make the case
for free trade, The Economist is renowned for its support of liberal ideals. Golin’s campaign will
promote the publication’s stance on key social issues and demonstrate that there is more to its
coverage than business, finance and politics.
Besides its print and digital publications, The Economist Group also has a number of other operations
which together comprise its media businesses. The services of The Economist Group’s media
businesses are available to help international brands develop integrated solutions including original,
unique and insightful content and events coupled with promotion to their target audiences.
Marc Sparrow, executive director at Golin said: “The Economist is a hugely influential international
publication and there is a definite sweet spot in Asia where its views and analysis can enrich debate –
it has a genuinely international outlook, passionate belief in the benefits of free trade, and a keen eye
on the social and business trends that will reshape the world. We’re looking forward to persuading
people across Asia – both business leaders and aspiring professionals – that reading The Economist
will benefit their careers, their employers and wider society.”
-endsNotes to editors
About The Economist
With a growing global circulation (now more than 1.5 million including both print* and digital) and a reputation for
insightful analysis and perspective on every aspect of world events, The Economist is one of the most widely
recognised and well-read current affairs publications. The paper covers politics, business, science and technology,
and books and arts, concluding each week with the obituary. In addition to the web-only content such as blogs,
debates and audio/video programmes available on the website, The Economist is now available to download for
reading on Android, Blackberry PlayBook, iPhone or iPad devices.
*Audit Bureau of Circulations Worldwide, Jul-Dec 2014
About Golin
Golin is a global communications firm with 50 offices around the world. In 2014, Golin rebranded from GolinHarris to
reflect the evolution of the brand and its commitment to “Go All In” for clients and employees. For almost 60 years, it
has been committed to delivering the deepest insights, boldest ideas and broadest engagement to the world’s
leading brands through seamless integrated communications. McDonald’s, Unilever, Toyota and Nintendo of
America are just a few of the brands the agency represents. Within its revolutionary g4 model, specialist
communities use proprietary tools to plan and execute powerful campaigns designed to create positive change for
clients. Golin is a member of Interpublic Group (NYSE: IPG). Learn more at www.golin.com.
Media enquiries
For details on this press release or to arrange interviews, please contact:
Marc Sparrow
msparrow@golin.com
+852 2501 7970
Holly Donahue
hollydonahue@economist.com
+44 (0) 20 7576 8379