The Financial Times is to return to TV after a two-and-a-half-year
absence with a branding campaign that seeks to promote it as a relaxing
weekend read rather than a pure business paper.
Delaney Fletcher Bozell has created the first TV campaign for the
weekend FT. The pounds 3 million spend includes both above- and
The ads will draw attention to the launch of a glossy supplement called
The Business, which will come with the newspaper every Saturday from
Gordon Willoughby, sales, marketing and circulation director at the FT,
said: ’We’ve got the confidence to return to TV advertising because
research has shown that previous campaigns delivered good cut-through
and got the message across to our readers. Also, in the last three to
five years, TV buying has become more targeted and accurate. We will be
aiming the ads at a younger 25- to 35-year-old audience which we can
target very well.’
The TV ads follow on from the poster campaign earlier this year, which
showed contrasting images of what people expected to find in the
Financial Times, and what they did not expect to find.
The commercial comprises a series of five vignettes containing symbols
representing subjects such as sport, food and travel that are covered in
the weekend newspaper. The 30-second ad, which will go on air from 29
September and run initially for six weeks, will try to encourage greater
frequency of reading among people who may see the paper as purely
The ads were art directed by Gary Betts and written by Malcolm Green at
Delaney Fletcher Bozell. Stuart Douglas was the director and the ads
were produced through Fourhundred Films. BJK&E handled media buying.
The ads will run on terrestrial and satellite TV and appear in
programmes such as Frasier and Friends. A poster and press campaign as
well as below-the-line advertising will support the TV work.