Delaney Fletcher Bozell has picked up a pounds 2 million
pan-European brief to promote the FTSE indices in the financial
The campaign is the fruit of a joint venture between Pearson, which owns
of the Financial Times, and the London Stock Exchange. It will be the
first time that the FTSE has advertised.
Delaney Fletcher, which holds the Financial Times advertising account,
was a late entrant to the pitch-list. Joshua, the below-the-line arm of
Grey Advertising, has picked up the pounds 1 million direct marketing
OgilvyOne is also understood to have pitched for the business. Media
planning and buying is still under discussion.
The long-term aim of the campaign is to establish the FTSE as the
world’s dominant index. But, following the launch of the Euro, Europe is
the first priority.
Last year’s strategic alliance between the London and Frankfurt stock
exchanges strengthens the possibility that there might be single
European stock exchange.
The campaign will attempt to position the FTSE as the dominant index in
Europe. Dow Jones, the FTSE’s biggest rival, has been running a campaign
for six months.
Greg Delaney, creative director of Delaney Fletcher, said: ’The FTSE is
the best-known index in the UK. We want to make it the best-known index
in Europe and the rest of the world.’