Categories: OLD Media Moves

FT's new ad campaign targets business

Sarah Shearman of MediaWeek writes about the new Financial Times advertising campaign, which aims to attract more business subscribers.

Shearman writes, “It features three ads showing an unarmed police squad, a paratrooper in freefall and arctic explorers without any tools, to convey the message that an FT subscription is an invaluable addition any business.

“The ads, which introduce the strapline, ‘Some tools aren’t a luxury,’ are part of the Pearson-owned business newspaper’s wider ‘We live in Financial Times’ campaign, which was created by DDB in 2007.

“Caroline Halliwell, FT director of brand and business to business marketing said: ‘The question we want our audience to ask isn’t ‘can we afford to have a subscription’ but, instead, ‘can we afford not to have one?’'”

Read more here.

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.