Meet Yvonne Ossman, The Economist

Yvonne Ossman, publisher, The Economist UK.

Yvonne Ossman, publisher, The Economist UK.
Yvonne Ossman, publisher, The Economist UK.

Brand controlled?
The Economist UK.

What are your main priorities over the next 12 months?
We want to reach more smart people and become their must-read - so we are developing an exciting, truly holistic comms strategy in 2009.

Agencies used?
AMV BBDO for brand creative (for more than 20 years), plus Paul Gummer Associates, Kinetic and TCS for media planning and buying.

What are the main criteria you use when selecting an agency?
We expect a lot from agencies - a collaborative approach, iconic strategic insight and breathtaking creative vision. Most print circulations have fallen over the past decade, but The Economist has bucked the trend and achieved growth year on year.

How important has marketing been to your success?
The best marketing is always rooted in customer insight and The Economist has invested in truly understanding its readers and potential readers. This has been key for us and we treasure our brand advertising heritage - the long-running white-out-of-red campaign - for getting us to this point.

What has been your most enjoyable campaign to date?
Being relatively new to the role, I'm fascinated by the way brand communications work, particularly with the media opportunities now out there. Strategic development, being there from the very start of a campaign, is something I really enjoy.

How has your career background prepared you for your current role?
My background at BBC Magazines and The Economist means I've only worked on products I really believe in. It's essential to have respect for your brand and your audience.

Best thing about working in the media industry?
There is such an ideas culture. In addition, with a quality current affairs magazine, I believe we're producing something important.

To suggest a client contact arif.durrani@haymarket.com

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