The Financial Times is launching a major brand campaign to support a revamp of the newspaper’s design and content. The campaign sees the “No FT, no comment” strapline dropped after 25 years in favour of “We live in Financial Times”.
The campaign is the first work to be developed for the newspaper by its new adverting agency DDB London. The campaign focuses on the paper’s key themes of globalisation, mergers and acquisitions and entrepreneurship. One execution shows a cityscape made up of the world’s most famous business buildings and another shows Richard Branson in the iconic picture of revolutionary Che Guevara.
The adverts will run across outdoor, including digital poster sites and branded taxis, in London and South East. It will also be supported by an online, including a microsite, and a direct mail campaign, which has been created by Tullo Marshall Warren. A TV advert will follow when the campaign is rolled-out globally later in the year.