The Economist Group targets Chinese multinationals with an integrated campaign by HK branding agency

23 April 2014

The Economist Group’s Going Global initiative offers an array of intelligence and branding services to help Chinese multinationals enter new markets. Targeting the CEOs of China’s biggest companies, Going Global offers strategies and resources that ease the path to overseas growth.
 
The Economist Group partnered with holistic branding agency Stepworks to develop a relaunch campaign to engage these elite Chinese business leaders.
 
Along with a logo redesign and campaign visuals, the Stepworks team also produced Chinese and English content, design and code for a website and brochure spearheading the campaign. 
 
The campaign features a series of articles describing the vulnerabilities CEO’s typically face in a new foreign market. Each article linked with a relevant case study demonstrating strategies and resources MNC leaders apply to overcome barriers to overseas expansion.
 
All initial stories in the campaign library were written by Stepworks’ creative director who said, “The challenge was to create bilingual content in the thoughtful, distantly witty style of The Economist that would engage and on-board a busy CEO. It’s always gratifying to see a Hong Kong creative branding agency produce work for a respected global multinational brand. The campaign is off to a great start.”
 
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