Financial Times launches new ad campaign

The Financial Times has launched a new advertising campaign titled “Letters to this New World.”

The ads promote the FT as the destination for analysis and leadership on the most important global trends and themes and were developed by The Brooklyn Brothers.

The ads will run in digital, audio, in cinemas and out of home, reaching audiences across the world. A 30-second television ad titled “The Speech” will air in the United Kingdom, United States and Germany.

The campaign features letters addressing themes like climate change, the world of work, digital finance and global inequality. FT journalists such as Martin Wolf, Gillian Tett, Pilita Clark, John Burn-Murdoch, Sarah O’Connor and Paul Murphy contributed.

“The pandemic has given everyone pause to reflect on what matters in life and how we could organize ourselves differently in future,” said Finola McDonnell, the chief communications and marketing officer at the FT, in a statement. “We wanted to capture some of those reflections and put them out there for business leaders and those in positions of power to think about and act upon. We are at an inflection point, and the FT is positioned to encourage and lead debate about what comes next.”

The FT has a global print and digital circulation of 1.1 million and reaches 26 million readers every month.