FT uses empty billboards to promote advertising

LONDON - The Financial Times is launching an unusual poster campaign across specially commissioned poster sites in London.

FT... poster sites
FT... poster sites

The sites, which launch on Monday, will be stripped back to the bare boards, with only a small copy panel posing the question: "Global downturn. What's the first mistake businesses make?"

The ads, created by DDB, are intended to provoke debate on the importance of advertising during a global economic crisis, and drive consumers to a microsite, www.ft.com/budgets, which contains case studies on the benefits of continuing to advertise.

Frances Brindle, the global marketing director of the Financial Times, said: "This new creative could not be more topical and supports the argument that cutting back on advertising spend in recessionary or turbulent times hands a significant advantage to your competitors. There is considerable evidence to suggest that companies that continue to invest in advertising in tough times emerge stronger than those that don't."