The Financial Times is holding a pitch for a personal finance
website which aims to give consumers a simple guide to complicated
financial products and services.
The site is designed to be distinct from other FT products, such as
FT.com, which give detailed analysis to a mainly business audience.
The site aims to move the FT away from its intellectual and heavyweight
image. Although it will be recognisable as an FT product, the site is
unlikely to feature the FT name in its title in a bid to attract a more
Pitches are being held this week and include Lowe Howard-Spink, Delaney
Fletcher Bozell, TBWA GGT Simons Palmer, Bartle Bogle Hegarty and Miles
Calcraft Briginshaw Duffy.
The pitch is being headed by Josh Bottomley, the son of Virginia
Bottomley, the Conservative politician, who is business development
director at the FT.
The initial launch will be backed by a spend of under half a million,
but it is understood that the account will be worth between #2 million
and #6 million next year.
The FT is searching for a marketing director to head its personal
finance interests on the web. The #100,000 to #150,000 salary, one of
the highest in the field, reflects how seriously the FT is taking the
personal finance market.
The move to boost activity in this area comes as the FT faces increasing
competition from online publishers and internet start-ups moving into
It is though that its existing personal finance brand, FT Quicken, will
be integrated into the new launch.
In February, Associated New Media launched its This is Money site,
rapidly followed by The Times with its Times Money site. Both were
backed by major campaigns in the each groups’ newspapers.