London,Tuesday 21 July 2026. Exposure has unveiled its first major campaign for The Economist since being appointed as the publication’s creative agency earlier this year.
Launching across the UK and US, the integrated campaign introduces The Economist’s new brand platform, Know it before you need it. The campaign marks the publication’s return to original live-action advertising and reflects its continued investment in deepening engagement with existing audiences while expanding its reach to new ones.
Running across TV, radio, social, digital and out of home, the campaign establishes a scalable creative platform that will evolve with fresh executions throughout the year. The hero TV spot was directed by Florence Poppy Deary through Biscuit Filmworks.
The campaign is built on a simple insight: despite unprecedented access to information, people feel less prepared than ever to understand the forces shaping the world. More information has not created more confidence. It has created more noise.
The Economist cuts through that noise, giving audiences the foresight and clarity to navigate an increasingly complex world. Rather than being caught off guard when events unfold, the campaign celebrates the confidence that comes from already having the knowledge and perspective needed before the moment arrives.
The creative centres on those unexpected moments when everyone suddenly turns to you for an answer or point of view. Whether in a meeting, during an interview or in everyday conversation, an unexpected question can suddenly become a moment of truth.
Nada Arnot, Co-Managing Director of The Economist business, said:
“The Economist has always believed that understanding the world requires more than information alone. It requires trusted human editorial judgement, rigorous analysis and the depth of perspective that helps people navigate an increasingly complex world with confidence. This campaign brings that belief to life, highlighting the enduring value of independent journalism while introducing The Economist to new audiences.”
Ben Wardle, CEO, Exposure, said:
“We wanted to create a platform that speaks to the growing desire to feel more confident and better prepared in an increasingly complex world. As global events, business and culture evolve faster than ever, we’re surrounded by more information than ever before. But information alone doesn’t create confidence. Understanding does. Know It Before You Need It captures the intellectual advantage of subscribing to The Economist.”
