FT abandons iconic 'no comment' line

The Financial Times is set to ditch its iconic "No FT, no comment" strapline and is expected to replace it with DDB London's "We live in Financial Times".

The new work is expected to break in the spring and will promote the newspaper and FT.com to a globally minded audience of senior-level decision-makers.

DDB London scooped the £5 million creative account in September, after a three-way pitch in which it saw off Miles Calcraft Briginshaw Duffy and United London.

The long-standing incumbent Delaney Lund Knox Warren & Partners did not repitch for the business.

The "No FT, no comment" line was introduced by Ogilvy & Mather in 1982. However, the account moved to Delaney Fletcher Slaymaker Delaney & Bozell in the early 90s.

Frances Brindle, the FT's marketing director, EMEA, said: "Having just appointed DDB London, it's no surprise that part of the process over the next few months will be to review what we do in marketing terms and where we go from here.

"We have made no decisions about taglines or specific creative at this stage."

Comment, page 52.

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