FT considers axing strapline after Bozell reappointment

The Financial Times may drop its famous “No FT. No Comment” strapline, following the reappointment of Delaney Fletcher Bozell and its media arm 20/20 Media to the 7m global business.

Michael Murphy, the new director FT UK, confirmed the continued use of Ogilvy & Mather’s renowned copyline was being considered.

He says: “We want the FT’s brand to be communicated consistently around the world. Before, we used at least three other local agencies in international markets.”

The review follows last year’s promotion of Murphy from the post of UK sales development director, and the appointment of Andrew Gilchrist, former director of electronic publishing, who was made head of the international division. The new team takes responsibility for circulation, distribution, marketing and advertising.

UK incumbent Bozell beat Young & Rubicam and Saatchi & Saatchi to the worldwide brief; 20/20 Media beat Cordiant’s Zenith Media and Mediapolis.

Murphy says TV will not be a priority in the campaign, which is expected to use press, posters and taxis. Outside Europe the FT has a strong presence in the US and Asia.


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