The Financial Times last night won the award for Best Influencer Marketing Campaign at the Performance Marketing Awards. The prize, awarded jointly to the FT and agency Pepper Studio, recognised the FT’s approach to marketing the FT Edit.
The campaign featured collaborations with podcaster Steven Bartlett, writer and broadcaster Susie Dent and entrepreneur Ali Abdaal. Bartlett was the first guest editor of the FT Edit, curating his own selection of articles for readers that day. Judges praised the campaign for “providing a unique take to influencer marketing”.
FT Edit is the new app from the Financial Times that gives readers access to eight articles, every weekday. The app offers a curated selection of deep-dive articles in response to an increasingly crowded news environment and distractions from the proliferation of digital platforms, channels and formats. FT Edit launched in the UK in early 2022 and the US in March 2023.
The Performance Marketing Awards, now in their 17th year, showcase the marketing industry’s most innovative and groundbreaking campaigns, teams and companies. The awards were presented at a ceremony at Grosvenor House, Park Lane, London.
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About the Financial Times
The Financial Times is one of the world’s leading business news organisations, recognised internationally for its authority, integrity and accuracy. The FT has a record paying readership of 1.2 million, more than one million of which are digital subscriptions. It is part of Nikkei Inc., which provides a broad range of information, news and services for the global business community.