The Financial Times is launching its largest pan-European campaign
to promote its standing as a global business newspaper.
The TV and poster campaign, developed by Delaney Lund Knox Warren &
Partners, uses the widely recognised pink pages of the newspaper. It is
the paper’s first campaign to run in Europe for three years.
The 40-second commercial, which will break this Friday, promotes the
global nature of the newspaper by highlighting various industries in
A voiceover explains the different kinds of international issues that
the newspaper covers, such as ’the re-engineering of Japanese industry’,
’French organic wine makers’, ’the Hong Kong property market’ and
’pharmaceutical developments in Germany’.
Each issue is illustrated using the pink theme: wine grapes are wrapped
in the pink paper; a fizzing tablet is dropped into a glass of water in
which pink bubbles containing newsprint rise and a dotcom millionaire
falls into a mass of pink bank notes.
The ad ends with the voiceover saying: ’Nobody covers business like the
Financial Times.’ The words ’World Business Newspaper’ are flagged up on
the screen next to a mock-up cover of the paper.
The ad was written by Malcolm Green, art directed by Gary Betts and
directed by Stuart Douglas at FourHundred Films. Media planning and
buying is by BJK&E.
The ad, which targets business decision makers, will run on CNN,
Bloomberg, CNBC, The Discovery Channel and BBC World. Outdoor
advertising will break in Eastern Europe in April.
Gill Hart, head of European marketing at the FT, said: ’The objective is
to reinforce the FT’s coverage of financial matters and the breadth of
business coverage and to establish its international credentials.’