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New Financial Times brand video series focuses on its readers

Marketing campaign showcases the role of trusted journalism during uncertain times


The Financial Times today launches a series of brand films featuring FT readers from around the globe. Developed over several months and filmed in multiple countries, the vignettes seek to capture the importance of FT journalism in people’s everyday lives.

The seven-part series was produced by award-winning commercial and film director Felipe P. Soares. It features Peter Beer, an economist in Los Angeles; Tarecca Musabbir, a corporate communications professional in London; Amee Parikh, a corporate law consultant in Singapore; and John Williams, a professor at MIT (Massachusetts Institute of Technology) in Cambridge, Massachusetts*.

Darcy Keller, the FT’s chief communications and marketing officer, said: “In countless ways, the Financial Times’ global audience is the greatest reflection of our brand. FT readers are intelligent, discerning and thoughtful. Whether in the US, Europe, Asia-Pacific or elsewhere in the world, they are united by their desire to be informed by journalism they can trust, to understand connections and context driving the news agenda, and to be inspired and challenged by insights with depth and originality. Never have those qualities mattered more.”

The series forms part of an integrated campaign across TV and online, planned by Guerillascope, which will see the ads appear on Sky News, Channel 4, Discovery, National Geographic, Bloomberg TV, BBC Online, Monocle’s film section, Taxi TV in London, and more.

In the FT’s latest global reader survey, which measures the attitudes and reading habits of 7,000 newspaper readers across the world (both established and occasional FT consumers), nine out of 10 people say that they trust what is published in the FT to be impartial, accurate and important.

Watch the full series on about.ft.com

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Notes to editors

*The FT extended the participants’ FT subscriptions for free by way of saying thank you for their time.

Reflecting the nature of its broad global audience, the FT chose to feature readers from a range of countries and industries. The participants responded to a casting call, they were not paid to appear in the films and their words were not scripted.

For further information, please contact:

Kristina Eriksson, Global Communications Director
E: [email protected]
T: +44 (0) 20 7873 4961

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 for the global business community. It is recognised internationally for its authority, integrity and accuracy. In 2016 the FT passed a significant milestone in its digital transformation as digital revenues overtook print revenues for the first time. The FT has a combined paid print and digital circulation of 845,000 and makes 60% of revenues from its journalism.

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