Financial Times Adapts The New Agenda Platform for Covid-19

In response to the global Coronavirus crisis, the FT has launched the latest adaptation of its The New Agenda platform, aimed at specifically addressing the ever-changing agenda for global businesses.

The new initiative, entitled The Agenda is being Rewritten Daily, brings together the FT’s world-class journalism and position as a trusted guide to help business leaders navigate through the crisis. 

The platform co-created with global earned-first advertising agency, The Brooklyn Brothers, was unveiled with a full-page print ad featured in this week’s daily edition of the newspaper and promoted across FT owned digital channels.

Over the next month, the FT is offering 30 days’ free access to its dedicated Coronavirus email briefing to complement its comprehensive coverage – enabling a globally diverse audience to be inspired and empowered by New Agenda thinking.

A recent survey of FT readers globally found that over two thirds (71%) of respondents are relying on the FT’s unbiased and accurate content, while over three in four (78%) agreed that the FT is helping them navigate through the impact the crisis will have on their lives.

Finola McDonnell, chief communications and marketing officer, Financial Times, said: “We are experiencing unprecedented demand for FT content and our data journalism in particular. We've made some content free as a public service, as we want our readers to have all the tools they need to navigate this crisis and come out the other side."

The latest work is an adaptation of the Financial Times latest global brand platform, The New Agenda - the publisher’s first major brand campaign since the global financial crisis – which launched in September of last year.

The New Agenda continues to position the FT at the forefront of the debate on responsible capitalism – challenging business leaders to serve as purpose as well as generate profit.

George Bryant, global CCO, The Brooklyn Brothers, added: “With the agenda now changing every day, it was crucial that the new brand platform was adapted to reflect the current global landscape and continue to position the FT as the authoritative and trusted voice for global business leaders.”