The Financial Times is launching a new outdoor ad to follow up its recent Global Downturn campaign, which urged advertisers to keep spending through the tough economic times. The latest ad aims to highlight the FT’s reputation as a trusted business news source.
The execution, created by DDB London, launches on Monday (December 1) and features a St Bernard dog with a copy of the FT around its neck. The dog has been made to look like it is heroically emerging from an alpine storm.
FT global marketing director, Frances Brindle, says: “This striking image clearly demonstrates the role played by the FT in these challenging times.
“At a time of crisis there is greater demand than ever for reliable, accurate, news, comment and analysis. Our readers want a ‘trusted guide’ through the turmoil and this is exactly what the Financial Times provides.”
The execution will also be used in reader and client communications and point of sale.