BRAND CAMPAIGN NEWS: News at readers’ fingertips in FT’s latest campaign

The Financial Times has unveiled a new international advertising campaign to underscore its position as the go-to source for global news.

The campaign, created by advertising agency DDB, is designed to celebrate the quality of the media giant’s content, as well as highlight the range of channels available to access FT news.

Caroline Halliwell, director of brand and B2B marketing at 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.”

FT’s marketing initiative deploys print, online and television advertisements. Its central image features the world’s iconic business buildings set within a FT cityscape and placed upon a person’s fingertips. The creative is complemented by text and voiceovers emphasizing the FT’s multi-channel role in keeping its audience informed on 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 be broadcast on networks that include CNN (Asia), CNBC (Europe) and BBC World. The campaign is due to run throughout 2011.

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