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BtoB

‘Financial Times’ rolls out ad campaign for FT.com

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London—The Financial Times said Monday that it is launching a new integrated advertising campaign to promote FT.com.

The campaign, which will debut May 4 in The Economist, Fortune, Time and The Week, is the latest phase of the “We live in Financial Times” effort developed by DDB London.

The newest iteration presents FT.com as an alternative to conducting a general search for business information online. The creative executions show online searches that have gone awry, such as a search for “baby bond” delivering an image of a child dressed as James Bond. The tagline is: “Unlike millions of other Web sites, we know exactly what you are looking for.”

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