By ANNE-MARIE CRAWFORD, campaignlive.co.uk, Friday, 21 March 1997 12:00AM
Delaney Fletcher Bozell and its media arm, 20/20 Media, have
retained their grip on the pounds 4 million Financial Times pan-European
account and added an additional pounds 3 million slice of global
The win means the famous strapline, ’No FT, no comment’, will almost
certainly be retained in the UK and adapted for use around the world as
the agency prepares to roll out a consistent global image for the
The appointment follows a protracted pitch against Saatchi and Saatchi
and Young and Rubicam.
The pan-European account first came up for review last December but
fresh pitches were called when the brief was widened to include the US
and the Asia Pacific region.
Delaney Fletcher has now been given the brief to consolidate the FT’s
position in the UK and turn it into a leading international business
The FT is traditionally strong in the UK and continental Europe where it
is the leading business newspaper with a circulation of nearly
However, it is weaker in the US, Hong Kong and Singapore where the Wall
Street Journal dominates.
Although it has retained Delaney Fletcher across Europe for over four
years, the FT has tended to use a number of agencies on an ad-hoc basis
throughout the rest of the world.
Michael Murphy, the FT’s UK director, said: ’Our aim is to have a
consistent brand image for the FT around the world. We are currently
researching how the ’No FT, no comment’ line can be interpreted around
A new global campaign will begin in the next four to six weeks, using
posters, press and pan-European TV.
Mark Lund, the chief executive of Delaney Fletcher, said: ’The FT will
be a driving brand in the information economy. It will provide quality
information on all business areas.’
The news of Delaney Fletcher’s appointment follows an announcement this
week that the FT’s owner, Pearson, is pumping pounds 100 million into
the paper over the next five years in a bid to increase international
This article was first published on campaignlive.co.uk