FT asks if Britain is back on its feet as Osborne marks economic upturn

The Financial Times today launches a brand campaign asking, "Britain, back on its feet?", to coincide with chancellor George Osborne's speech on the UK's economic recovery.

FT: ad campaign features Britannia climbing back onto her plinth
FT: ad campaign features Britannia climbing back onto her plinth

The posters show the figure of Britannia climbing back up onto her plinth, as the FT queries whether recent economic indicators implying an economic turnaround will symbolise long-term growth.

Osborne is expected to say that the UK economy is "turning a corner" later today, citing "tentative signs of a balanced, broad-based and sustainable recovery", while stressing that these are still "early stages" with "plenty of risks" still ahead.

The ad campaign, created by Adam&Eve/DDB, runs across print and digital platforms, with creative appearing on outdoor ads and across London black cabs.

The ads feature the hashtag #FTBritannia to encourage consumers to share their views on Twitter, Facebook and Google+. The comments will be collected, collated and answered by the FT’s UK editorial economics team and published in a blog post on ft.com.

Catherine Jacklin, the FT’s director of global brand and B2B marketing, said: "Britannia mounting her plinth captures the very essence of the UK’s recovering economy.

"Readers come to the FT for an authoritative view on global economics, and by launching this cross-channel campaign, we are tapping into the intelligence and insight of our audience".

Barclaycard’s monthly analysis of UK spending claims that spending grew 4.4% year on year in August, showing headline spending growth above 4% for the fourth month in a row and above inflation for the fifth month running.

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.


Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

1 Meet the new breed of ad agency chiefs

A new wave of first-time CEOs are opting to do things differently in an evolving landscape. They discuss the business model of the future with Jeremy Lee.

Case study: How 'This girl can' got 1.6 million women exercising

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published