Background

Having worked with the FT on a project basis since 2020 we have constantly proven our value with insightful, crafted work. This culminated in being given the biggest prize at the FT, their global new client acquisition campaign.

We led from the start with audience interviews carried out across the US, Europe and APAC, to get the best insights for the role of the brand. We then defined the proposition from the most consistent and powerful insight and wrote the creative brief. From there we present 5 creative platform ideas from which they chose Source:FT.

We started the campaign in 2024 and we updated it to run again in 2025

Client Challenge

Local and global news sources have never been more overwhelming or less trusted. And most of the brands within them like to sell themselves by perpetuating everyone’s constant anxieties about whether they’re ‘keeping up’. Or they shine a light on what they as a brand stand for, not what the benefit is to the consumer.

Agency Solution

So we brought some much-needed calm, from the FT.

A confidently simple message, crediting the quality and integrity of the unbiased journalism of the FT, as the source of the clarity and conviction in the thoughts, words and actions of its readers.

We brought this to life in a host of examples in business and personal life, from the office to the coffee shop and beyond.

Target Audience

Growing existing core audiences:

Informed Leaders - They read the FT to form opinions, to be equipped for conversations, and to keep up with current events. They are unlikely to read for entertainment.

Professional Readers - Reading the FT to research for work, and to a lesser extent research personal investments and to not miss out on developments. Do not use the FT for entertainment.

Finding a new audience:

Perspective Seekers - Want to understand the why behind things. Unlikely to be reading for entertainment. These readers populate a proportion of our demand strategy - i.e. come to us through popular stories such as the Trump news agenda - and are likely taking out trials. The priority here is to ensure they’re nurtured to stay with us longer term.