FT unveils global 'business at your fingertips' campaign

The Financial Times has launched the next execution in its ongoing 'We live in Financial Times' campaign that promotes the group as the go-to source for global news and analysis.

The new execution in the international campaign, created by DDB with media planned and bought by WPP-owned Maxus, uses the strapline 'Global business at your fingertips'.

It is accompanied by an image of a miniature model of some of the world's most iconic business buildings, balancing on a fingertip.

As well as celebrating the quality of the paper's content, the campaign also centres on the range of channels the reader can choose from to access FT news.

It highlights the FT's role of informing its audience about how "events in one corner of the world" impacts another.

The print and online executions will appear in business publications such as The Economist, Time, Fortune, Prospect and the Harvard Business Review.

The television component will air on networks that include CNN (Asia), CNBC (Europe) and BBC World. The campaign will run throughout 2011.

Caroline Halliwell, director of brand and B2B marketing for the Financial Times, said: "This campaign underlines the FT's commitment to provide trusted and authoritative business news, comment and analysis from a global perspective – available across multi-platforms, however, whenever and wherever you want it."

Recent executions of the 'We live in Financial Times' campaign include creative work pegged to the unveiling of the 2011 budget called ‘Spring – A Time for Growth?' and 'China shapes the world', referencing the super power's influence on economies around the world.

Financial Times 'business at your fingertips' campaign by DDB