Financial Times launches new brand positioning ‘Make the right connections’

The Financial Times has unveiled a new brand campaign with the endline ‘Make the right connections.’ It demonstrates how the FT 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 is comprised of a range of creative executions that illustrate cause and effect around consequential subjects such as technological disruption, the China slowdown, Brexit, and the US election.

The first round of creative work covers: 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, the impact virtual reality could have on the tourism industry, and whether a post-Brexit Britain could become the Venice of the 21st century.

The campaign 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 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 fully integrated campaign was conceived by the advertising agency adam&eveDDB and realised in collaboration with the FT's in-house brand, marketing and creative teams.

Darcy Keller, SVP 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 & CEO, adam&eveDDB. said, "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." 

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