The Economist has appointed Clemenger BBDO in Melbourne to oversee its creative business in the pan-Asia region across Hong Kong, Singapore, Japan, South Korea and Australia.
The agency replaces The Economist’s incumbent in Asia, Ogilvy & Mather, after an international pitch. A new brand campaign for the magazine is planned in short order.
The account will be handled by group account director Simon Lamplough, who worked on The Economist at AMV BBDO for four years before moving to Clemenger BBDO.
Executive creative director Ant Keogh said winning the account is both an honor and a challenge, as the publication’s work has consistently represented a high-water mark for creative advertising.
The first work from the new shop is scheduled to appear in June.
The BBDO network will oversee The Economist on a global basis, with AMV BBDO London covering Europe and the Middle East and BBDO in New York covering the U.S. market.