Financial Times taps into audience ‘superpower’ with new campaign 

The Financial Times has launched a new global platform to raise awareness of its advertising and partnerships offer amongst a media and marketing industry audience. 

Launching today (7 June), ‘Reach our Readers’ features a range of ads in the style of the FT’s signature pink broadsheet. With a sharp focus on influence, hero executions include lines such as ‘Where opinion formers form opinions’, ‘Talk to the 22.4m who influence the 8bn’ and ‘Not read by any old Mark, Elon or Jeff’. 

“This new campaign sits at the heart of a wider strategy to raise the profile of FT Commercial’s capabilities in a fresh and creative way, whilst leaning into our brand heritage,” says Elizabeth Dolin, FT Commercial’s head of marketing. 

“The FT is relied upon by leading corporate executives and high-net-worth individuals. When you invest in media with the FT, you access the most influential people in business and politics, and some of the wealthiest and most discerning consumers in the world.” 

The first campaign created by new agency Motel, Reach our Readers will run across the publisher’s paid and owned channels, while also forming part of an event takeover at Cannes Lions later this month. The creative will focus on key advertiser sectors such as fashion, banking and luxury, along with markets including the US, Paris, Singapore and the UK. 

Think of your media mix like ‘Moneyball’ if you want to find success

Luxury has been a growing priority for the FT over the past year, with the publisher claiming its editorial content reaches a global network of 3.2 million luxury influencers. 

In line with this, additional campaign lines include: ‘From fashionistas to Threadneedle Street’, ‘From Wall Street to Brick Lane’ and ‘From Fifth Ave to Number 10’. 

In a LinkedIn post Dolin, who joined the company as head of commercial marketing for EMEA in March 2022, explained the campaign is leaning into the “FT’s superpower” as a platform read by the “world’s real influencers”. 

The Financial Times currently has an average print circulation of almost 110,000, according to the latest ABC national newspaper circulation figures for April, and was the only paid-for newspaper not to see an annual decline. Bringing the digital readership into the mix, the FT claims to attract 22.4 million monthly global readers each month. 

The media giant has been bolstering its marketing capabilities elsewhere, recently appointing creative agency Orange Panther Collective to develop its global audience acquisition campaign for 2024. 

From a partnership perspective, the FT’s commercial arm inked a global tie-up with the Aston Martin Aramco Formula One Team in February. Positioned as a “strategic collaboration”, the partnership will span a series of “exclusive global activations” scheduled throughout the Formula One season.