It's notoriously difficult to make finance seem exciting, which is why this latest brand campaign for The Financial Times by adam&eveDDB is so inspiring.
The first ever fully integrated campaign for the world’s leading business news organisation is called “Make the right connections,” and aims to demonstrate how the Financial Times takes readers beyond the headlines and helps them connect the dots between events and issues in an increasingly complex and interconnected world. The global campaign, which promoted the high-quality journalism of the FT as its USP, is comprised of a range of creative executions that illustrate cause and effect around consequential subjects such as technological disruption, the China slowdown, the Brexit (whoever came up with that marvellous term should be canonised in my opinion, because it always makes me think of Breakfast), and the controversial current US election.
“The FT serves as a trusted guide for global professionals. This campaign highlights the FT’s unique perspective and showcases our journalism in a visual and thought-provoking way” Darcy Keller, SVP of Communications
The first round of creative work is largely print and digital driven, and primarily covers China, examining the impact of the China slowdown on African commodities, how a change in the Chinese diet is affecting the Australian land market, what might happen to Bordeaux sales if the Chinese property market goes bust. It also covers the impact virtual reality could have on the tourism industry, and whether or not a post-Brexit Britain could theoretically become the Venice of the 21st century.
The campaign, with copy from John Long and art direction from Matt Gay, will run across multiple marketing segments, including brand, B2C, B2B, and retail and will be promoted through social, search, display, print and outdoor in the UK, US and Asia. The campaign directs readers to a brand hub on FT.com where they can learn more about how the FT helps them interpret the day’s events with confidence. It is the first time the FT has put its world-class journalism at the heart of its marketing strategy as it seeks to extend its reach, grow reader engagement and increase its paid for readership.
“The FT provides unmatched news, commentary and analysis, but, most importantly, it makes the connections that enable its sophisticated and demanding audience to thrive” James Murphy, Co-founder & CEO @ adam&eveDDB
Darcy Keller, Senior vice-president of communications and marketing at the FT, said they had started initial discussions on the new campaign last summer, reflecting on how consumers expected consistency across different channels. Having taken on brand marketing responsibilities in June, she said she wanted to create a campaign that would work across marketing categories and techniques. She said: “This is the first FT marketing campaign that is truly integrated. In the past it had not been as co-ordinated and connected as we would have liked.”
Of the new slogan, Keller added: “It's very much in line with what our brand is already about.” She also explained that the new slogan and marketing push does not mean the print edition will be undergoing any significant changes, adding: “This isn’t about changing the product, we think it’s about connecting the marketing much more to the product. It’s essentially content-led marketing, with journalism as a sales tool.” So the campaign is targeting both current and potential audiences, and hoping to convert them into regular customers. Seems like they have all the bases covered!
Benjamin Hiorns is a freelance writer, struggling musician and occasional Financial Times reader from the dark heart of Kidderminster in the UK.
