Financial Times launches new brand advertising campaign

LONDON - The Financial Times is launching a new brand advertising campaign in the UK today, timed to coincide with the 'refresh' of the newspaper.  Created by DDB London, the campaign centres around the strapline "We Live in Financial Times' and leverages the central role that global business plays in the world's everyday lives. The campaign features three iconic images that encapsulate the key business themes of globalisation, mergers and acquisitions and entrepreneurship.

The new activity runs initially in London and the South East, and will comprise a heavyweight outdoor campaign incorporating high profile poster sites at key commuter locations, branded taxis and transvisions, as well as online advertising, point of sale activity and a fully integrated direct marketing campaign. The campaign will be rolled out globally later in the year, as part of an ongoing investment. The aim is to position the Financial Times as the leading source of global business and world news and to communicate the newspaper's unrivalled print and online editorial content.

Ben Hughes, Global Commercial Director for the Financial Times, said: "Circulation figures and advertising revenues for the Financial Times have continued to increase over the last 12 months and we are keen to continue this growth. Market research shows that our brand advertising not only appeals to our existing readership, but by positioning the brand in a more accessible, contemporary way, it will also attract a younger business audience who are destined to become the business leaders of the future."

The impactful creative executions bring to the life the 'We Live in Financial Times' theme, capturing the energy and excitement of modern business. As well as a poster campaign at key commuter sites in London and the South East, including overground and underground rail stations and landmark sites around the City and key London roads, there will also be 600 taxi supersides and tube car panels on the Waterloo and City Line. Visuals include an inventive cityscape made up of the world's most iconic business buildings and an attention-grabbing image of Richard Branson made to appear as the iconic picture of revolutionary Che Guevara.

The advertising camapgin is the culmination of an extensive programme of global customer research, which revealed that whilst the Financial Times is respected for its independence, intelligence and breadth of global business coverage, for non-readers and younger managers in particular, it can also be perceived as somewhat inaccessible and old fashioned.

Frances Brindle, Global Marketing Director for the Financial Times said: "Our new brand advertising is a move away from the Financial Times' traditional approach.  We wanted to create a campaign that would not only promote the excellence of our global business coverage, but also capture the excitement and energy of modern business."

To coincide with the outdoor media and poster campaign in London and the South East, the Financial Times will also be targeting existing and prospective consumers with a number of special offers via retail outlets, online and through direct mail. 

For retail customers, the Financial Times will be running a four week promotion in over 150 WHSmiths Travel stores, with the option for consumers to save £1 by purchasing both the Financial Times and Investors Chronicle.  It will also be running a special promotion with 1400 Martin McColll's outlets offering customers a chance to save £12 on the FT over a four week period, plus a free trial with FT.com.  In addition, together with the agency One Bite, the Financial Times has launched a new concept of 'FT Shop Window' and will be working with key independent newsagents in London and the South-East to brand their stores with the new advertising.  The Financial Times field sales team will also be working with its top 300 retailers to help them increase sales.

The direct marketing campaign has been designed by Tullo Marshall Warren, who were appointed by the Financial Times earlier this year. It will target senior business professionals with the aim of encouraging trial and regular purchase.  A mix of direct mail, email and press inserts in both the UK and European press will feature as part of the activity.  Offers to prospective readers include an opportunity to trial the Financial Times for four weeks for £1 or to take advantage of four weeks of money off vouchers.

The Financial Times has also worked with DDB to create an innovative digital component to the campaign including a microsite, with the URL www.ft.com/join which is featured on all advertising materials. Visitors to the site will be able to scroll over an animated image of the global cityscape featured in the campaign to to access links to news articles and subscription areas. Users will also be able sample content on FT.com for free via a special PIN code promotion in the newspaper. In addition to this, articles in the Companies section of FT.com will be free for 24 hours after they are published online to all users for four weeks from April 23rd.

For further information please contact:Emma Gilpin-Jacobs

Director of Communications
Financial Times
T: +44 (0) 20 7873 4447
M: +44 (0) 7802 955 243
E: emma.gilpin-jacobs@ft.com

Jo Crosby
Communications Manager
Financial Times
T: +44 (0) 20 7873 3811
M: +44 (0) 78131 85975
E: jo.crosby@ft.com

Victoria Dickson
Mantra PR
T: +44 (0) 20 7907 7800
E: vdickson@mantra-pr.com

Notes to Editors:

The Financial Times Group, one of the world's leading business information companies, aims to provide a broad range of business information and services to the growing audience of internationally minded business people.  The FT Group includes:

  1. The Financial Times, one of the world's leading business newspapers, is recognised internationally for its authority, integrity and accuracy.  Providing extensive news, comment and analysis, the newspaper is printed in 23 cities across the globe, has a daily circulation of 461,000 and a readership of more than 1.4 million people worldwide.
  2. FT.com is one of the world's leading business information websites, and the internet partner of the FT newspaper. Since its relaunch in May 2002, the website has continued to be the definitive home for business intelligence on the web, providing an essential source of news, comment, data and analysis for the global business community. FT.com attracts 5.3 million unique monthly users (ABC electronic figures January 2007), generating 40.4 million page views and has 90,000 subscribers.
  3. The FT Group's pan-European network of national business newspapers and online services including France's leading business newspaper and website, Les Echos and lesechos.fr.  In February 2000, the FT launched a new German language newspaper, FT Deutschland, with a fully integrated online business news and data service.
  4. Through FT Interactive Data, the FT Group is one of the world's leading sources of securities pricing and specialist financial information to global institutional, professional and individual investors.  Its products include eSignal, an online realtime streaming quotation service for brokers and active traders.
  5. FT Business, which produces specialist information on the retail, personal and institutional finance industries. It publishes the UK's premier personal finance magazine, Investors Chronicle, and The Banker, Money Management and Financial Adviser for professional advisers.
  6. The Mergermarket Group, whose products and services provide the global advisory and corporate communities with intelligence and analysis. With regional head offices in London, New York and Hong Kong and 200 journalists in 46 locations worldwide, reliable and validated proprietary intelligence and historical data is provided via the mergermarket, dealReporter, Debtwire and wealthmonitor on-line platforms. 
  7. The Financial Times Group also has a stake in a number of joint ventures, including;
    • FTSE International, a joint venture with the London Stock Exchange.
    • Vedomosti, Russia's leading business newspaper and a partnership venture with Dow Jones and Independent Media
    • A 50% stake in BDFM, publishers of South Africa's leading financial newspapers and websites.
    • A 50% stake in The Economist Group, which publishes the world's leading weekly business and current affairs journal.

A 13.85% stake in Business Standard, one of India's leading financial newspapers. The FT Group is part of Pearson plc, the international media group.