The Financial Times (FT) has launched a global campaign to promote its new brand positioning, ‘Make the right connections’.
The business newspaper claims that the new endline demonstrates its ability to take readers “beyond the headlines” and help them to “connect the dots” in an increasingly complex and interconnected world.
The campaign features creatives that illustrate the cause and effect of major global events such as China’s slowdown and the upcoming US presidential election. Ads will run in the UK, US and Asia, though social, search, display, print and outdoor media.
Darcy Keller, senior vice president of communications and marketing at the FT, said: “The FT serves as a trusted guide for global professionals – joining the dots from Shanghai to San Francisco and all points in between, and revealing the story beneath the surface. This campaign highlights the FT’s unique perspective and showcases our journalism in a visual and thought-provoking way.”
James Murphy, co-founder and chief executive of adam&eveDDB, which, alongside the FT’s in-house team, conceived the campaign, added: “The FT is about the value of information, not just volume. It provides unmatched news, comment and analysis – but, most importantly, it makes the connections that enable its sophisticated and demanding audience to thrive.”
Last week, the newspaper bolstered its FT² content marketing proposition with updates to its Paid Post ad format, offering animated graphics and videos, as well as insights from the newspaper’s own audience consumption data.