In September 2025 the FT launched the latest iteration of its Source:FT brand campaign which highlights the importance of reliable journalism. 

Titled “I know”, the campaign explores what it feels like to be an FT reader: you understand the nuance, know what’s happening, why it matters and who to trust. In a noisy, fragmented media world, it positions the FT as the calm, trusted voice readers rely on.

The campaign was developed in-house by the FT brand and creative teams and shot by photographer Francesca Allen. Creative work features striking portraits that have appeared across UK stations, trains and billboards, plus audio ads across the Acast network and digital banners in the UK and US.