Delaney ads support FT.com revamp

FT.com is launching a press and poster campaign through Delaney Lund Knox Warren & Partners to support its revamp, which was unveiled last week.

FT.com is launching a press and poster campaign through Delaney

Lund Knox Warren & Partners to support its revamp, which was unveiled

last week.



Each of the new executions uses an everyday object to support one of the

portal’s improved features. One execution features a kitchen knife

alongside the lines: ’FT.competitive edge is what our revamped site

gives you. It still has a total focus on business, from a uniquely

global perspective. But with new tools it’s faster and easier to get a

full view of events with clear, insightful analysis. Ideal if you’re

trying to carve out a more successful career.’



Another ad shows a pencil sharpener. The copy reads: ’FT.completely

portable business companion helps you stay sharp wherever you are. Our

new personal office gives you access to home- or work-based calendars,

e-mails and files 24-7 from anywhere around the globe.’



The ads were art directed by John Sutcliffe and written by Peter Kew,

with photography from Alex Buckingham. Media buying is through

BJK&E.



Tom Knox, joint managing director at Delaney Lund, said: ’Too much

dotcom advertising ignores what is in it for the end-user. This campaign

positions FT.com as a vital business tool.’



FT.com’s relaunch comes just as TheStreet.com, an established brand in

the US, launches in the UK.



FT.com’s revamp sees the site moving on from being an online version of

the flagship newspaper. It aims to become the world’s leading global

business portal, and will be backed by a global spend of dollars 60

million.



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