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CAMPAIGN NEWS: FT pushes essential tool message in latest B2B campaign

The Financial Times has launched a major new B2B campaign aimed at positioning its corporate subscription as an essential business tool.

The campaign creative incorporates the strapline 'Some tools aren't a luxury' and includes extreme examples where professionals are left without the essential tools. These include a paratrooper in freefall, empty-handed arctic explorers and an unarmed police squad. The message behind the creative is that although an FT corporate subscription is a cost to a business, businesses can't afford not to have one. 

The campaign, which is running until the end of September, is being delivered via print and online channels, appearing in Management Today, Director and Time magazines, as well as online editions of Legal Week and Accountancy Age.

Caspar de Bono, managing director of B2B at the Financial Times, said: "Over 800 corporate customers have already decided that the FT is essential. These customers benefit from cost effective corporate rates and the rights to access FT journalism across 30 different platforms."