Motive beats BJK&E to pick up media on new FT finance site

Motive has established a toe-hold on the Financial Times roster after scooping the media planning and buying account for the FT’s new personal finance website.

Motive has established a toe-hold on the Financial Times roster

after scooping the media planning and buying account for the FT’s new

personal finance website.



Although all of the FT’s media business is usually handled by BJK&E, the

launch of the internet site was approached as a separate division with

responsibility for its own advertising and media account.



Motive was originally introduced to the client by its sister creative

agency, Bartle Bogle Hegarty, which was awarded the creative account at

the beginning of October after beating TBWA GGT Simons Palmer, Lowe

Howard-Spink, Delaney Fletcher Bozell and Miles Calcraft Briginshaw

Duffy in the pitch.



However, Catherine Edmondson, head of the FT’s personal finance

operation, considered the media appointment separately and invited

Motive to line up against BJK&E for the business.



The website has a working title of Fig.com. Ad budgets to support the

launch of the service are expected to be pounds 500,000, rising to

pounds 6 million across the next 12 months.



The site includes personal finance news and e-commerce

opportunities.



It is designed to be distinct from FT products such as FT.com, which

cater for a predominantly business audience. The decision to avoid the

FT name in the site’s title reflects the fact that it is positioned at a

more general audience.



Iain Jacob, executive director of client services at Motive, said: ’We

want to work with established new-media companies and this is one of the

good ones out there.’