FT to begin new ad campaign

Arif Durrani of Media Week writes Friday that the Financial Times is slated to begin a new advertising campaian next week tied to the economic crisis.

Durrani writes, “From Monday (20 October), in recognition that advertising budgets are among the first casualties in companies looking to cut costs during tough times, poster sites across London will appear stripped back to bare boards, with only a small copy panel posing the question: ‘Global downturn. What’s the first mistake businesses make?’

“The campaign will also feature in trade press and is supported by a special microsite, www.ft.com/budgets, which is intended to provoke debate on this subject using case studies on the benefits of continuing to advertise.

“Frances Brindle, global marketing director of the FT, confirmed the topical creative supports the argument that cutting back on ad spend in recessionary or turbulent times hands a significant advantage to business competitors who don’t.”

Read more here.