BJK&E kicks off FT’s biggest ever ad drive with TV and posters

The Financial Times has begun its biggest ever pan-European advertising campaign through media agency BJK&E.

The Financial Times has begun its biggest ever pan-European

advertising campaign through media agency BJK&E.



The agency has bought TV spots and poster sites for the FT’s first major

marketing push in three years.



The campaign brief is to target business travellers across Europe and

will combine posters in key European airports with TV ads that will air

on CNN, Bloomberg, CNBC, the Discovery Channel and BBC World.



The 40-second TV ad, which revolves around the paper’s pink pages and

promotes the industries of different countries, launched on 10

March.



It ends with the caption: ’Nobody covers business like the Financial

Times.’



According to Mark Patterson, managing director of BJK&E, the drive is

part of the FT’s global push, which will incorporate regional and local

initiatives. ’We are trying to co-ordinate them so they have a similar

look and feel,’ he added.



Patterson would not be drawn on details of the local activities.

However, earlier work involved placing ads in taxis and on office

hoardings in locations business travellers pass through.



It is understood that an outdoor campaign will commence in Eastern

Europe next month.



Media managers Mary McGaughey and Ed Pizey run the account at BJK&E with

planner/buyer Simona Milone.



The advertisements follow a UK offensive last October to promote the

weekend edition of the FT.



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