This is William. William is "the face" of the Economist - how people perceive the brand. As drawn by The Economist's marketing team, he clearly wasn't looking very sexy. It's only natural, given he was always surrounded by 40-something businessmen. But now, William wanted to mingle with the so-called fresh Millennials. So he definitely needed a total makeover, right?
Wrong.
In researching William's true character, we came to the conclusion that he is actually an already pretty cool guy (if you look past his robust name, the endless charts, and his corporate branding). His true essence is hella sexy.
And judging by us winning the 2020 EACA Inspire competition in Paris, the jury must have agreed on his hidden sexiness. Who knew?!
First, a little bit of strategy...
Yes...
But.
To win over a new generation of readers, you have to find out what they actually read.
So, yes...
But!
But!
But!
Then, a little bit of craziness. How?
