The Economist Group Wins Three Pearl Awards For Content Marketing

GE Look ahead and Laserfiche Simplicity 2.0 stood out of the 587 entries from 13 different countries

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Nov 14, 2013, 03:02 ET

NEW YORK, Nov. 14, 2013 /PRNewswire/ -- The Economist Group announced today it was honored by the Custom Content Council with two Gold and one Silver Pearl Awards, which celebrate the most creative and innovative custom content programs around the world. The Group's winning campaigns were GE Look ahead for best website (Gold) and best interactive content (Silver) and Laserfiche Simplicity 2.0 for best blog (Gold).

"GE Look ahead and Simplicity 2.0 programs are part of the Group's recent push into content marketing," said Nick Blunden, SVP and director digital and content strategy of The Economist Group. "The nature of each program is different, but they both use succinct and shareable content to capture the attention of and engage business leaders to help our clients achieve their objectives."

GE challenged The Economist to come up with a custom "native" program that would build awareness among business decision makers with the ways GE is driving innovation across core industries. The Group developed Look ahead to sift out the noise around innovation and surface insights that are truly useful. To ensure the custom content would be high-quality and high-value for global business decision makers, the Group built an independent editorial team based in Singapore, New York, Paris, and Los Angeles with expertise in GE's core industries to create the daily content in a "snackable" and shareable way, including slideshows, blog posts, infographics, videos, and interactive polls.

The Laserfiche blog was designed to position the company as a thought leader in "making the complex simple" and ultimately increase awareness of the company as a provider of solutions in data management. To meet Laserfiche's objectives The Economist Group developed intelligent content for the business leader that is succinct and designed to be shared. The emphasis was not only on providing with well-sourced analysis, but also on producing playful posts that cut through the content noise. The custom editorial was designed to meet Laserfiche's objectives by placing high-quality content that drives familiarity with Laserfiche's business in high-impact, native placements: a Laserfiche-branded, mobile-friendly blog (Simplicity 2.0) and Laserfiche's Twitter account.

The content team within The Economist Group has been in existence less than a year, which makes these awards even more rewarding.

About The Economist Group (http://www.economistgroup.com/)
The Economist Group is the leading source of analysis on international business and world affairs. We deliver our information through a range of formats, from newspapers and magazines to conferences and electronic services. What ties us together is the objectivity of our opinion, the originality of our insight and our advocacy of economic and political freedom around the world.

About The Economist (www.economist.com)
With a growing global circulation (approximately 1.6 million including both print and digital*) and a reputation for insightful analysis and perspective on every aspect of world events, The Economist is one of the most widely recognised and well-read current affairs publications. The paper covers politics, business, science and technology, and books and arts, concluding each week with the obituary. Its website (www.economist.com) offers articles from the past ten years, in addition to web-only content such as blogs, debates and audio/video programmes. The Economist is now available to download for reading on Android, iPhone, or iPad devices.

*Audit Bureau of Circulations UK and Alliance for Audited Media US, January-June 2013

SOURCE The Economist Group