Why The Economist Is An AI Outlier

In this episode of AdExchanger Talks, Alison Schipp interviews Nada Arnot, EVP of Marketing at The Economist, about brand marketing in the modern era. Nada discusses her career path, emphasizing her preference for roles where she can own strategy, execution, and results, highlighting her work at BritBox and The Economist. She elaborates on The Economist's brand strategy, which focuses on differentiating itself from other news publications by providing considered analysis rather than breaking news, and targeting both its core demographic and younger audiences. Nada also addresses the challenges of adapting to generative AI and declining search traffic, and the launch of The Economist's premium video product, Insider, supported by Claude. The conversation touches on the viral interview with Steve Bannon and the broader trend of publishers investing in brand marketing to reaffirm credibility in an era of misinformation.