Make the right connections
A fully integrated brand campaign for the FT (in collaboration with advertising agency adam&eveDDB), designed to empower readers to see the bigger picture.
This forward-thinking campaign showcases how the FT goes beyond the headlines, unraveling complex global narratives and connecting the dots in an increasingly interconnected world. With bold creative executions, it explores pivotal topics like technological disruption, the China slowdown, Brexit, and the US election—helping readers grasp cause and effect across consequential issues.
The result? A campaign that positions the FT as an essential guide for navigating complexity with clarity, insight, and foresight.
The campaign spanned brand, B2C, B2B, and retail segments, using social, search, display, print, and outdoor channels across the UK, US, and Asia. It directed audiences to a brand hub on FT.com, highlighting how the FT enables confident interpretation of current events. This marks the first time the FT's marketing centers on its journalism, aiming to expand reach, boost engagement, and grow paid readership.
