The Financial Times today launches a marketing campaign challenging readers to think beyond ‘black and white’ and turn to the FT for a more complete perspective on the news agenda.
The campaign was developed in partnership with Essence, a digital marketing agency, and will be rolled out across the UK, US and Asia Pacific. The integrated campaign will appear across video, mobile, display, social media, audio and out of home.
The creative images feature issues and events driving the news agenda as overly simplified dichotomies presented in black and white, before prompting readers with the line, ‘For the full perspective, turn to the FT.’ The campaign demonstrates how the FT takes readers beyond the headlines and helps them make the right connections in complex and uncertain times.
Sacha Bunatyan, FT B2C marketing director, said: “For 129 years, the FT has served as a trusted guide for our global readers. At a time when many publications feature opinion rather than reporting, the ‘black and white’ campaign is a playful but powerful reminder that the FT continues to provide high-quality and impartial news and analysis. It presents all sides of the argument so our discerning readers can make their own decisions.”
Andy Veasey, creative director at Essence, said: “High-quality journalism is an essential service in today’s cluttered world of fake news and social media. This campaign promotes the unique perspective of the FT by presenting typical news as black and white before turning the page to reveal the FT’s distinctive pink brand and the full perspective: clarity amid the complexity.”
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About the Financial Times
The Financial Times is one of the world’s leading business news organisations, providing a broad range of information, news and services. It is recognised internationally for its authority, integrity and accuracy. In 2016 the FT passed a significant milestone in its digital transformation as digital and services revenues overtook print revenues for the first time. The FT has a combined paid print and digital circulation of almost 850,000 and makes 60% of revenues from its journalism.
Essence is a global digital agency that blends data science, objective media and captivating experiences to build valuable connections between brands and consumers. Clients include Google, FrieslandCampina, Tesco Mobile and the Financial Times. The agency is more than 650 people strong, manages over $1B in media spend and deploys campaigns in 71 markets via offices in Chicago, Delhi, London, New York, San Francisco, Seattle, Shanghai, Singapore, Sydney and Tokyo. Part of GroupM, Essence is majority owned by WPP, the world’s leading communications services group.
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