Delaney Fletcher retains FT work

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 business.

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

business.



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

newspaper.



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

newspaper brand.



The FT is traditionally strong in the UK and continental Europe where it

is the leading business newspaper with a circulation of nearly

300,000.



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

the world.’



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

circulation.



This article was first published on campaignlive.co.uk

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