By Teresa Andreoli
NEW YORK--Weiss, Whitten, Stagliano created a mock issue of The Economist magazine in its pitch to win the estimated $3 million North American ad account from the business publication.
The shop put its strategic presentation into a 15-page magazine with 'articles' that addressed the challenges facing the London-based weekly as it tries to boost circulation in the U.S.
'The client needs to target culturally literate, media-savvy professionals,' said Adam Stagliano, agency president. Weiss, Whitten and its media buying services partner, VSM Media, both in New York, were chosen last week to handle creative and media chores for the magazine.
The review initially included more than 20 shops. The other finalists were Grace & Rothschild, McCabe & Co. and Rapp Collins Worldwide, all in New York. The account was placed in review in December after the client decided to 'expand its readership through the use of direct response television,' said John Lizars, director of corporate marketing and development at The Economist's North American headquarters in New York. Incumbent GBBS Advertising here was not invited to defend the business.
Elizabeth O'Rorke, chief operating officer at the client, said Weiss, Whitten 'was chosen because they demonstrated a very clear understanding of our product.'
The agency's first TV image work will break in September on PBS and cable networks, Stagliano said. A direct response TV campaign will be tested in Washington, D.C., Miami and Atlanta at the same time. Newspaper and outdoor ads will support.
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