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Adam&EveDDB FT Financial Times

Financial Times launches global ad campaign driven by its journalism


By Tony Connelly, Sports Marketing Reporter

April 13, 2016 | 3 min read

The Financial Times is promoting its high-quality journalism as a driver in a new brand campaign intended to extend its reach and increase its paid-for readership.

FT ad

The ‘Make the right connections’ campaign is aiming to demonstrate how the FT takes readers beyond the headlines and helps them connect the dots between events and issues in an increasingly complex and interconnected world.

The first stage of the marketing strategy focuses on issues such as the impact of the China slowdown on African commodities, how a change in the Chinese diet is affecting the Australian land market, what might happen to Bordeaux sales if the Chinese property market goes bust, the impact virtual reality could have on the tourism industry, and whether a post-Brexit Britain could become the Venice of the 21st century.

FT ad 2

The global campaign was conceived by adam&eveDDB and created in collaboration with the FT's in-house brand, marketing and creative teams. It will run across multiple marketing segments, including brand, B2C, B2B, and retail and will be promoted through social, search, display, print and outdoor in the UK, US and Asia.

Darcy Keller, senior vice president of communications and marketing at the FT, said: “The FT serves as a trusted guide for global professionals – joining the dots from Shanghai to San Francisco and all points in between, and revealing the story beneath the surface. This campaign highlights the FT’s unique perspective and showcases our journalism in a visual and thought-provoking way.”

James Murphy, co-founder and chief executive of adam&eveDDB said: "The FT is about the value of information, not just volume. It provides unmatched news, comment and analysis - but, most importantly, it makes the connections that enable its sophisticated and demanding audience to thrive."

Readers engaging with the campaign will be directed to a brand hub on the FT website which illustrates how they can learn more about how the FT helps them interpret the day’s events with confidence.

Adam&EveDDB FT Financial Times

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