FT launches ad campaign

The Financial Times launched Monday an international advertising campaign that emphasizes the business newspaper as a source for global news and analysis.

The campaign was created by DDB and is comprised of print, online and television advertisements. The central image features the world’s iconic business buildings (FT cityscape) set upon a person’s fingertips, while accompanying text and voiceovers emphasize the FT’s multi-channel role in keeping its audience informed of how “events in one corner of the world” impact the state of affairs in another.

“This campaign underlines the FT’s commitment to provide trusted and authoritative business news, comment and analysis from a global perspective – available across multi-platforms, however, whenever and wherever you want it,” said Caroline Halliwell, director of brand and B2B marketing for the Financial Times, in a statement. “Global business news – literally at your fingertips.”

The print and online advertisements will appear in the Economist, Time, Fortune, Prospect, Foreign Policy, Technology Review, Fast Company and the Harvard Business Review. The campaign will run throughout 2011.

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