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One of my favourite campaigns of all time – because it hits the target market straight between the eyes and has every potential to change customer behaviour in an instant.

"I never read The Economist. Management trainee. Aged 42."

“I never read The Economist. Management trainee. Aged 42.”

When I first saw this ad I was an ambitious young manager sitting on a commuter train to London. Everybody was looking out of the window, they saw the poster then turned their heads and looked around to see what everyone else was reading!

Now that’s what I call direct response advertising. Though I hasten to add, I only ever read the Economist online…

Alex Woodruff

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