New campaign – The Financial Times

The Financial Times is running a £1m campaign to support the relaunch of its FT Weekend newspaper this Saturday.

The print campaign, created by DDB London, shows two brains – one is lit up with activity from reading the paper and the other is dull and dormant – and features the new strapline: “Light Up your Mind”.

Frances Brindle, global marketing director for the Financial Times, says: “We need to explain to non-weekday readers that the weekend edition has more of a leisure focus.”

The campaign will be supported by direct marketing and retail activity created by Tullo Marshall Warren and One Bite. The media planning and buying is by BKJ&E.

The relaunched FT Weekend will contain fewer sections, while the supplement, FT Weekend Magazine, will be redesigned with a greater emphasis on photography.