This is the first time a law firm has partnered with the FT on a publishing project and it is supported by a co-branded print marketing campaign in Europe in the FT. Online advertising will run throughout the campaign and will target specific audiences and sectors.
The series, edited by Paul Solman, will launch on 18 March with a report focused on the state of the market post-recession as countries start to move into recovery.
Subsequent supplements will be published in June, September and December 2010. A special microsite on www.ft.com will be updated in line with the supplements and will include print articles as well as videos and interactive graphics.
FT global commercial director Ben Hughes recently told Marketing Week that brand extensions and revenue raising partnerships were being pursued to lessen reliance on traditional display adverting.
Parent company Pearson posted robust results earlier this month.
Andrew Bowyer, FT’s head of strategic publishing, says: “We are delighted to welcome Mishcon de Reya as a partner for Deals and Dealmakers. Their involvement confirms that interest in M&A has intensified this year within the business community – particularly at the mid-market level.”
Kevin Gold, Managing Partner at Mishcon de Reya, said: “We are very proud to be entering into a partnership with the FT. Despite being known for family work, 90% of Mishcon de Reya’s revenue comes from the world of business. The decision to work with the FT was a natural one: partnering with the pre-eminent global media business brand is the perfect way to bring perception in line with reality.”