‘FT' launches new ad campaign

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London—The Financial Times Wednesday launched a global corporate marketing campaign featuring the tagline “Some tools aren't a luxury.” The campaign, created by DDB London, positions a corporate FT subscription as an essential business tool.

The campaign is the latest in the “We Live in Financial Times” campaign. The ads will appear in Director, Fortune, Management Today, Newsweek, Time and other publications.

The ad visuals include a paratrooper in a freefall without a parachute, empty-handed Arctic explorers and an unarmed police squad. “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,' ” Caroline Halliwell, FT's director of brand and b-to-b marketing, said in a statement.

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