FT calls pitch in bid to raise global profile

DLKW on alert as the Pearson-owned newspaper draws up an agency shortlist.

Pearson has called a global creative review of its Financial Times newspaper account as it bids to launch a comeback for the business title.

The FT has approached UK agencies with a brief to develop ideas for the UK market which could also run globally. Frances Brindle, the marketing director EMEA for the FT, is running the pitch.

Delaney Lund Knox Warren & Partners, which holds the EMEA account, has been invited to repitch. It is unclear whether M&C Saatchi, which handles the account in the US, and Doremus, which works for the paper in Asia, will also be included in the pitch.

DLKW has held the FT account for 15 years. Before that, Ogilvy & Mather created the "no FT, no comment" line.

An FT spokeswoman said: "It's good business practice to review agency arrangements from time to time."

The review comes amid the FT's recent recovery. At the start of 2006, Pearson posted a 13 per cent rise in ad revenue and a 4 per cent increase in the paper's circulation. In 2005, the FT broke even for the first time since 2001.

Recent reports suggest FT executives have been tasked with increasing operating profits by 400 per cent to £10 million for 2006.

The review indicates a renewed commitment to marketing. Last year, UK spend barely reached £200,000, according to ACNielsen.

Media, handled in the UK by BJK&E, and DM, held by Draft, are not affected.

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