Real world marketing agency Sense has established its US presence with a new office in New York, along with the April launch of experiential campaign #FeedingTheFuture for The Economist.
Sense won The Economist’s North American business in late 2016, following a competitive review, and Sense London has been the agency of record for the company in the UK since 2014.
“We’ve always held an ambition to expand overseas, and being appointed to handle the North American business for The Economist provided us with a great opportunity to start an agency, with a team and resources,” said Sense New York President Sarah Priestman. “This was an important strategic investment in the growth of Sense and we are already talking to other global clients about extending our relationship into North America.”
#FeedingTheFuture is highlighting the impact of food waste on the environment. Through to mid-May, The Economist will have a branded coffee cart at selected locations throughout New York City, to offer passersby a free cup of coffee in an effort to highlight innovative uses for used coffee grounds.
The programme, entitled ‘Grounds for Change’, is based on The Economist’s report ‘Oil in Your Coffee’, which articulates little known uses for used coffee grounds, including creating biodiesel fuel. Consumers who participate in the programme will have the opportunity to subscribe to the publication at an introductory rate of 12 weeks for $12, and as a special gift they can opt to have The Economist plant a tree on their behalf. In the coming months, Sense will launch the #FeedinTheFuture campaign for The Economist in Boston, Philadelphia, San Francisco and Washington DC.
“The #FeedingTheFuture campaign brings The Economist’s mind-stretching journalism to life and challenges potential readers to consider new ideas and solutions to reflect on more environmentally sustainable approaches towards food production and consumption,” said Marina Haydn, Senior Vice President, Circulation and Retail Marketing at The Economist.
The Economist has worked with Sense to develop the #FeedingTheFuture framework. This strategy guides The Economist’s live content marketing programmes, which are aimed at attracting new readers to the publication through creative and provocative real world experiences. Launched in the UK in 2014, to date more than 30,000 new subscriptions have been generated through this activity worldwide. In addition, this marketing programme garnered a 2017 #DoDifferent award for Long Term Strategy from the Marketing Agencies Association (MAA), as well as numerous other awards.