FTSE appoints Delaney Fletcher for first ad campaign

- Delaney Fletcher Bozell has picked up a £2 million pan-European brief to promote the FTSE indices in the financial community.

- Delaney Fletcher Bozell has picked up a £2 million pan-European brief to promote the FTSE indices in the financial community.

The campaign is the fruit of a joint venture between Pearson, which owns The Financial Times, and the London Stock Exchange. It will be the first time the FTSE has advertised.

Delaney Fletcher, which holds The Financial Times advertising account, was a late entrant to the pitch list. Joshua, the below-the-line arm of Grey Advertising, has picked up the £1 million direct marketing side of the business. OgilvyOne is also understood to have pitched for the business. Media planning and buying is still under discussion.

The long-term aim of the campaign it to establish the FTSE as the world's dominant index. But, following the launch of the Euro currency, Europe has been selected as the first battle ground.

Last year's strategic alliance between the London and Frankfurt stock exchanges makes the possibility of a single European stock exchange is strong. This campaign will attempt to position the FTSE as the dominant indice in Europe, knocking out competition from Dow Jones' Stoxx.

Stoxx, the FTSE's biggest rival, has been running a campaign for six months.

Greg Delaney, creative director at Delaney Fletcher, said: "The FTSE is the best-known index in the UK. We want to make it the best-known index in Europe and the rest of the world. The launch of the EURO means this is a big issue right now."



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