Financial Times launches global B2B campaign

The Financial Times has today launched a major corporate campaign with the strapline “Some tools aren’t a luxury”. It is aimed at positioning the corporate FT subscription as an essential business tool that companies cannot afford to be without.

The three designs include a paratrooper in freefall, empty-handed Arctic explorers and an unarmed police squad – the insight being that although an FT corporate subscription is a cost to your business, the benefits you get in return are invaluable.

The latest series of the award-winning ‘We Live in Financial Times’ campaign will appear in titles including Management Today, Director, Time, Fortune, Newsweek, Accountancy Age and Legal Week from Wednesday 1 September.

Caspar de Bono, Managing Director of B2B at the Financial Times, said: “Over 800 corporate customers have already decided that the FT is essential. These customers benefit from cost effective corporate rates and the rights to access FT journalism across thirty different platforms.”

Caroline Halliwell, FT’s Director of Brand & B2B Marketing, added: “It is more important than ever for businesses to be equipped with tools that keep them ahead of less well-informed competitors. 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”.”

More information about corporate subscriptions can be found at

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About the Financial Times:

The Financial Times, one of the world’s leading business news organisations, is recognised internationally for its authority, integrity and accuracy. Providing essential news, comment, data and analysis for the global business community, the newspaper, printed at 23 print sites across the globe, has a daily circulation of 378,497 (ABC figures July 2010), while has over 2.6 million registered users and 149,047 digital subscribers. The FT’s combined print and paid digital circulation is 563,026 (Deloitte assured, July 2010) and it has a combined print and online average daily readership of 1.9 million people worldwide (PwC assured, November 2009).

For further information, please contact:

Tom Glover, Financial Times
+44 20 7775 6840

Niki Wheeler, Launch Group:
+44 0207 758 3913/ 07941 847 390

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