The Financial Times has today launched a global marketing campaign promoting itself as a trusted source for world news and analysis in a troubled economic climate.
The ads, created by DDB UK, include an 'SOS' written in Morse Code with global currencies and a St. Bernard rescue dog carrying an FT on its collar.
The copy says: "The stormy world economy. Get the trusted, global perspective.”
The print and online creative will appear in the Economist, Bloomberg Business Week, Fortune, Harvard Business Review, Technology Review, Money and Fast Company.
A television ad will air on BBC World, MSNBC and Bloomberg TV and there will be outdoor executions around key commuter spots in New York and Washington. The FT is also offering a 'risk-free' four-week trial subscription.
Caroline Halliwell, director of brand and B2B marketing for the Financial Times, said: "The challenging and uncertain economic climate continues to generate an even greater demand for the FT’s expert news and commentary around the world."