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Category: Best Writing


Clever copy. Simple words. Brilliant ideas.

The Economist is well-known for all of the above, so it’s no surprise that, alongside Proximity London, they took home the Gold in the Best Writing category.

The challenge with this brief was to cut through all of the noise surrounding the World Cup. And they did so with gusto.

While the rest of the world was giving a hot-take on the football, they offered a twist on the expected, sharing a genuinely deeper insight.

The Economist gave their unique global perspective on what was going on in each of the participating nations, the minute the matches finished.

With nations like South Korea, Saudi Arabia and Iran taking part, who better than The Economist to offer ‘Deeper Commentary’ during one of the most politicised World Cups in recent times.

It stole the show and took home the Gold.

What have you written lately?

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Find out more about the 2018 Gold Best Writing – Proximity London, The Economist, The Economist World Cup.

Get inspired by the other 2018 winners:

2018 Silver Best Writing – MRM//McCann, P&O Ferries, P&O What Next - Spontaneity DM

2018 Bronze Best Writing – Engine, Partners Andrews Aldridge, E.ON, Just for you, E.ON

For the nitty-gritty detail on this category, click here.

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