FT in awareness push for Budget coverage

The Financial Times is promoting its coverage of next week's Budget with a strategic ad campaign.

Financial Times: 'a time for growth' campaign by DDB London
Financial Times: 'a time for growth' campaign by DDB London

The campaign, "Spring. A time for growth?" is part of the paper's wider, "We live in Financial Times" positioning, and spans posters, point-of-sale, press ads and online.

Created by DDB London, the ads play on the widely anticipated view that the Budget will include policies to kick-start growth in the UK, and features budget briefcases that are shaped into a rose head. The creative directors on the ad were Sam Oliver, Shishir Patel and Grant Parker. The creative team also included Chris Lapham and Aaron McGurk.

Caroline Halliwell, Financial Times, director of brand and B2B marketing, said: "Our new creative helps promote the FT's unrivalled coverage of the Budget. We want the FT to be the first point of call for all the news, comment and analysis our readers need."