The press campaign is designed to drive corporate FT subscriptions by positioning the newspaper as an essential business tool companies cannot afford to be without. The FT has more than 800 corporate customers.
The ad imagery includes a paratrooper in freefall, empty-handed Arctic explorers and an unarmed police squad. The campaign has been created by DDB London and will appear in publications such as Management Today, Time, Fortune, Newsweek and Director.
Caroline Halliwell, FT director of brand and B2B marketing, says: “It is more important than ever for businesses to be equipped with tools that keep them ahead of less well-informed competitors.
“The question we want our audience to ask isn’t ’can we afford to have a subscription?’ but instead “can we afford not to have one?”.
The FT recently unveiled a print and digital circulation measure that calculates the total number of people who access paid-for FT content each day.