Phase two roll out of FT’s brand revamp

The Financial Times kicks off a global TV campaign today as the second phase of its brand revamp is rolled out.

A 40-second advertisement carried its strapline “We live in Financial Times”, and airs across Bloomberg, CNN, CNBC, BBC World and Euronews.

The TV work was created by DDB London and uses a mixture of CG animation and live footage. The idea behind the execution is to explore the ways businesses influence different aspects of life.

The ad is a further extension of the “We live in Financial Times” campaign launched in April through a range of outdoor and digital channels. These included poster sites, branded taxis, online advertising, point of purchase activity and direct marketing.

The Financial Times, owned by the Financial Times Group, provides news, comment and analysis coverage, and is printed in 23 cities globally. It has a daily circulation of 461,000 and a readership of more than 1.4m people worldwide.


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