FT calls pitch in attempt to raise global profile

LONDON - Pearson has called a global creative review of its Financial Times newspaper account as it bids to launch a comeback for the business title.

The FT has approached UK agencies with a brief to develop ideas for the UK market which could also run globally. Frances Brindle, the marketing director EMEA for the FT, is running the pitch.

Delaney Lund Knox Warren & Partners, which holds the EMEA account, has been invited to repitch. It is unclear whether M&C Saatchi, which handles the account in the US, and Doremus, which works for the paper in Asia, will also be included in the pitch.

DLKW has held the FT account for 15 years. Before that, Ogilvy & Mather created the "no FT, no comment" line.

An FT spokeswoman said: "It's good business practice to review agency arrangements from time to time."

The review comes amid the FT's recent recovery. At the start of 2006, Pearson posted a 13% rise in ad revenue and a 4% increase in the paper's circulation. In 2005, the FT broke even for the first time since 2001.

Recent reports suggest FT executives have been tasked with increasing operating profits by 400% to £10m for 2006.

The review indicates a renewed commitment to marketing. Last year, UK spend barely reached £200,000, according to ACNielsen.

Media, handled in the UK by BJK&E, and DM, held by Draft, are not affected.

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum.

Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk plus get exclusive discounts to Campaign events

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

Partner content


1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).