In association with
Financial Times 'essential' by DDB UK
Campaign Work, Thursday, 02 September 2010 02:21PM
The Financial Times has launched a major corporate campaign entitled with the strapline "Some tools aren't a luxury."
The print and outdoor campaign is aimed at positioning the corporate FT subscription as an essential business tool that companies cannot afford to be without.
Three executions, created by DDB UK, feature a paratrooper in freefall, empty-handed arctic explorers and an unarmed police squad. The aim is to convey that although an FT corporate subscription is a cost to your business, the benefits you get in return are invaluable.
Caroline Halliwell, FT’s director of brand & B2B marketing, said: "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".
This article was first published on Campaign Work
- Senior Digital Designer Twist Recruitment £35000 - £42000 per annum + benefits, City of London
- Mid Weight Graphic Designer - Consumer agency JEFFERSON £28-35k plus benefits, SE Surrey
- Category Insight Manager - 12 mths contract Tarsh Lazare Marketing Recruitment c.£50K-£56K + Benefits + Generous Bonus, Herts/North of London
- Senior Digital Delivery Manager Harvey Nash £55000 per annum + package, Nottingham
- Assistant Buyer - Global Tech Brand Aquent Up to £49,000 Dependent on Skills and experience, London
- Evian baby Spider-Man 'rescues' fans with Twitter answers
- YouTube reveals user habits to appeal to 'older' marketers
- Pitch update: eBay's media contest, DFS and 2 Sisters Food Group
- Three's pony and cats with thumbs top the cute Easter ad chart
- McCann wins Qatar Financial Centre brief
- Metro launches content agency