Peach
Hobby home page
Soundlounge
AdGreen
Electriclime gif
jw collective
Contemplative Reptile
Editions
  • International Edition
  • USA Edition
  • UK Edition
  • Australian Edition
  • Canadian Edition
  • Irish Edition
  • German Edition
  • Singapore Edition
  • Spanish edition
  • Polish edition
  • Indian Edition
  • Middle East edition
  • South Africa Edition

FT Sets The Agenda with New Brand Platform, Co-Created by The Brooklyn Brothers

Creative 140 Add to collection

'The New Agenda' platform will position the FT at the forefront of debate about the disruption of established corporate and economic models

FT Sets The Agenda with New Brand Platform, Co-Created by The Brooklyn Brothers

This week marks the launch of the Financial Times new global brand platform, The New Agenda - the publisher’s first major brand campaign since the global financial crisis - developed by global agency on the campaign, The Brooklyn Brothers, as strategic and creative lead alongside the FT Global in-house team. 

The global brand creative will run out of home, on digital, mobile and display, and will be complemented by an integrated acquisition campaign that will run throughout autumn across all regions. The New Agenda will also manifest in the weeks and months ahead at FT events and through field marketing; in partnerships, sponsorships and all external communications.

Today, print copies of the FT will be wrapped with the highly visible campaign creative. On the same day, the publisher will make FT.com free to read globally for 24 hours in what it calls FT.com Open Day, when new readers are invited to explore The New Agenda online.

The Financial Times is calling for a better form of capitalism with its powerful brand platform, The New Agenda, launching today.

The publisher’s first major brand campaign since the global financial crisis, The New Agenda will position the FT at the forefront of debate about the disruption of established corporate and economic models and what should come next. Launching with the line - Capitalism: time for a reset - it will encourage business leaders to find opportunity in the new normal and promote stronger corporate purpose.

Introducing the concept to FT readers, editor Lionel Barber said: “The liberal capitalist model has delivered peace, prosperity and technological progress for the past 50 years, dramatically reducing poverty and raising living standards throughout the world.”

“But, in the decade since the global financial crisis, the model has come under strain, particularly the focus on maximising profits and shareholder value. These principles of good business are necessary but not sufficient. It’s time for a reset,” he continued.

The campaign, developed with The Brooklyn Brothers, foregrounds FT journalism and is entirely content driven. Through a series of provocations, audiences will be encouraged to consider the implications of major economic and societal change, including the ethics of investing, the potential perils of big tech and the future of the corporation itself.

On September 18, print copies of the FT will be wrapped with the highly visible campaign creative. On the same day, the publisher will make FT.com free to read globally for 24 hours in what it calls FT.com Open Day, when new readers are invited to explore the FT’s award-winning journalism online.

The global brand creative will run out of home, on digital, mobile and display, and will be complemented by an integrated acquisition campaign that will run throughout autumn across all regions. The New Agenda will also manifest in the weeks and months ahead at FT events and through field marketing; in partnerships, sponsorships and all external communications.

Finola McDonnell, FT’s chief communications and marketing officer, said: "Our readers want a guide to the risks and opportunities that disruption brings. But they also want to be challenged: The FT has the authority and credibility to ask fundamental questions of business and, with this campaign, we are highlighting the choices that will determine the future of the economic order, reflecting what we do every day through our unrivalled journalism".

view more - Creative
Sign up to our newsletters and stay up to date with the best work and breaking ad news from around the world.
The Brooklyn Brothers, Wed, 18 Sep 2019 15:53:04 GMT