The Financial Times has begun its biggest ever pan-European
advertising campaign through media agency BJK&E.
The agency has bought TV spots and poster sites for the FT’s first major
marketing push in three years.
The campaign brief is to target business travellers across Europe and
will combine posters in key European airports with TV ads that will air
on CNN, Bloomberg, CNBC, the Discovery Channel and BBC World.
The 40-second TV ad, which revolves around the paper’s pink pages and
promotes the industries of different countries, launched on 10
It ends with the caption: ’Nobody covers business like the Financial
According to Mark Patterson, managing director of BJK&E, the drive is
part of the FT’s global push, which will incorporate regional and local
initiatives. ’We are trying to co-ordinate them so they have a similar
look and feel,’ he added.
Patterson would not be drawn on details of the local activities.
However, earlier work involved placing ads in taxis and on office
hoardings in locations business travellers pass through.
It is understood that an outdoor campaign will commence in Eastern
Europe next month.
Media managers Mary McGaughey and Ed Pizey run the account at BJK&E with
planner/buyer Simona Milone.
The advertisements follow a UK offensive last October to promote the
weekend edition of the FT.