Lowe Howard-Spink’s media arm, Western International Media, has
persuaded the Financial Times to launch a weekly two-page sports section
in which Western’s Vauxhall Omega will be lead advertiser for the first
The deal is part of Western’s media strategy for the launch of the
Omega, which will also focus on sports editorial in an additional three
national newspapers - the Mail on Sunday, the Sunday Times and the Daily
The FT was a core title for the campaign but Western was keen to book
its ads in a sports environment. Although the FT has looked at the issue
of sports coverage before, the new section has the approval of Richard
Lambert, the paper’s editor.
Michael Murphy, the UK sales director at the FT, commented: ’This kind
of deal shows that the FT is being proactive with both agencies and
clients in seeking new ways to work together.’
Tim Allnutt, media account manager at Western, said: ’The FT is a core
title to be in and sport is a powerful proposition for us. We know that
people are far more likely to take notice of an ad in a section they
have an interest in - so we needed to work with the FT to create
The two-page section, carrying a single ad for the Omega, will appear
every Friday from 7 March.
The launch comes as one of a number of changes that the FT is planning
for the spring. From the first Saturday in March, the paper’s bi-monthly
weekend magazine, How to Spend it, increases to a monthly frequency.
This will be followed on 8 March by a redesigned FT Weekend.