Categories: OLD Media Moves

Financial Times launches new ad campaign

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.”

Chris Roush

Chris Roush was the dean of the School of Communications at Quinnipiac University in Hamden, Connecticut. He was previously Walter E. Hussman Sr. Distinguished Professor in business journalism at UNC-Chapel Hill. He is a former business journalist for Bloomberg News, Businessweek, The Atlanta Journal-Constitution, The Tampa Tribune and the Sarasota Herald-Tribune. He is the author of the leading business reporting textbook "Show me the Money: Writing Business and Economics Stories for Mass Communication" and "Thinking Things Over," a biography of former Wall Street Journal editor Vermont Royster.

Recent Posts

Dynamo hires former Business Insider executive editor Harrington

Former Business Insider executive editor Rebecca Harrington has been hired by Dynamo to be its…

4 hours ago

Bloomberg TV hires Kerubo as desk producer

Bloomberg Television has hired Brenda Kerubo as a desk producer in London. She will be covering Europe's…

4 hours ago

Jittery CNBC staff reassured by new boss

In a meeting at CNBC headquarters Thursday afternoon, incoming boss Mark Lazarus presented a bullish…

5 hours ago

Making business news accessible to a wider audience

Ritika Gupta, the BBC's North American business correspondent, was interviewed by Global Woman magazine about…

5 hours ago

Rest of World hires Lo as China reporter

Rest of World has hired Kinling Lo as a China reporter. Lo was previously a…

5 hours ago

Bloomberg rises to No. 7 biz news website

Bloomberg News saw strong unique visitor growth to its website in October, passing Fox Business…

5 hours ago