Delaney Fletcher Bozell has created a dramatic new TV campaign for the
Financial Times, the newspaper’s first television branding exercise in
The campaign coincides with the arrival of two entrants into the
financial newspaper market - the London Financial News, the weekly title
that debuted on Monday, and Sunday Business, which will launch later
Its backbone is a 30-second TV commercial written by the agency’s
creative director, Greg Delaney, and his art director partner, Brian
Stewart. The spot was directed by Big TV through Spots.
It opens on a man apparently watching TV. The shot then widens to reveal
he is, in fact, watching several screens, before panning out to show he
is sitting in an amphitheatre surrounded by banks of TVs, each
bombarding him with information, from news pictures to science
The viewer then sees the words ‘Information is useless without
intelligence’ flashed on to the screens.
The man turns off all the TVs, so that the room falls silent, and in the
quiet he picks up and opens his Financial Times. ‘No FT...no comment’
flickers on two screens in the silence.
The campaign is aimed at the younger, up-and-coming businessman or woman
who is already fascinated by the information age, but wants to be guided
through it. It will break on 11 March, mainly in London and the South-
east, with ads appearing on Channel 4, Carlton, LWT and cable