The campaign “underscores the FT’s position as the go-to source for global news and analysis and its channel-neutral strategy in delivering the FT’s award-winning content, whenever and wherever readers wish to consume it.”
The campaign was created by advertising agency DDB and comprises print, online and television advertisements. The central image features the world’s iconic business buildings (FT cityscape) set upon a person’s fingertips, while accompanying text and voiceovers emphasize the FT’s multi-channel role in keeping its audience informed of how “events in one corner of the world” impact the state of affairs in another.
The print and online advertisements will appear in the Economist, TIME, Fortune, Prospect, Foreign Policy, Technology Review, Fast Company and the Harvard Business Review. The television component will air on networks that include CNN (Asia), CNBC (Europe) and BBC World. The campaign will run throughout 2011.
Caroline Halliwell, Director of Brand and B2B Marketing for the Financial Times, commented: “This campaign underlines the FT’s commitment to provide trusted and authoritative business news, comment and analysis from a global perspective - available across multi-platforms, however, whenever and wherever you want it. Global business news - literally at your fingertips.”
