The FT is to launch a major editorial series focused on the growing force of consumers in Brazil, Russia, India and China (BRICs). Launching in FT magazine on 16th January, a week of print, online and interactive content will examine whether consumers in the BRICs countries have the power to pick up the slack in the global economy following the retreat of the US consumer.

Edited by Richard McGregor, the BRICs series will feature video interviews with Stephen Roach at Morgan Stanley and Jim O’Neill at Goldman Sachs, who will give their views on rebalancing the global economy. It will also include on-the-ground reporting from each of the four countries and articles from leading FT correspondents such as Gillian Tett.

Supported by commercial partners including Philips, the timely BRICs series addresses the question of global consumption – an issue due to hit the agenda at Davos later this month.

The series will be supported by an integrated marketing and advertising campaign. The creative for the campaign, created by DDB London, will be used globally. It applies familiar illustrative styles to visually represent the modern elements of each country and emphasise their growing economic importance.

Press advertising will span FT titles and FT.com from Monday 11th January and appear on Hemscott.com and LSE.co.uk from 18th January.

Caroline Halliwell, Director of Brand & B2B Marketing at the Financial Times, said: “The BRICs series demonstrates that the FT is at the forefront of analysing the shift of power in the global economy, and it explains why the BRICs nations are of increasing importance for the business world.”

In the UK, the campaign will be supported by posters at 50 key commuter sites including Moorgate, Gerrards Cross, Marylebone and Victoria. Electronic display screens carrying BRICs creative will be used by retail agents in key locations. Further support will be provided by a consumer-facing EMEA and US email and direct mail campaign. In addition, a retail, field marketing and pedicab campaign will pre-promote the series from 13th January.

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For further information, please contact:

Kristina Eriksson, Financial Times, +44 20 7873 4961 or kristina.eriksson@ft.com
Niki Wheeler, Launch Group, +44 (0)20 7758 3913 or nikiw@launchgroup.co.uk

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