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BRANDING NEWS: FT embarks on ‘digital-first’ strategy

The Financial Times (FT) has today launched the first campaign as part of its new ‘digital-first’ strategy.

The campaign, aimed at targeting business executives at London blue chip companies such as IBM and Google, streams relevant content via outdoor digital display units.

The partnership with ECNlive utilises the advertising companies digital network to reach 500,000 executives in areas such as Canada Square, CityPoint and Tower 42.

The campaign is the first since the FT unveiled its new digital strategy in January, and follows the business title’s 125 anniversary last month, which saw a commemorative hot air balloon take off at Tower Bridge.