The Financial Times launched Tuesday a marketing campaign challenging readers to think beyond “black and white” and turn to the business newspaper for a more complete perspective on news.
The campaign was developed in partnership with Essence, a digital marketing agency, and is being aired in the United Kingdom, United States and the Asia Pacific region. It will appear across video, mobile, display, social media, and audio.
The creative images feature issues and events driving the news agenda as overly simplified dichotomies presented in black and white, before prompting readers with the line, “For the full perspective, turn to the FT.”
The campaign states that the FT takes readers beyond the headlines and helps them make the right connections in complex and uncertain times.
“For 129 years, the FT has served as a trusted guide for our global readers,” said Sacha Bunatyan, FT B2C marketing director, in a statement. “At a time when many publications feature opinion rather than reporting, the ‘black and white’ campaign is a playful but powerful reminder that the FT continues to provide high-quality and impartial news and analysis. It presents all sides of the argument so our discerning readers can make their own decisions.”
