Galvanising the business from the inside, out.

The FT has a legacy of iconic advertising, articulated in lines including ‘No FT No Comment’ and ‘We Live in Financial Times’. However, these spoke to an emerging global economy and the people in established positions of power who were driving it. Boardroom-based titans of industry.

But the world is changing and in the hands of a very different leader. More diverse, more progressive and more cognisant of the responsibility that business has to impact broader culture and society. We needed to appeal to this next generation of FT reader without alienating the existing core audience. Giving the brand a clear role for existing not just today, but in the future.

By doing this, our objective was to galvanise the brand – inside and out; earn it a new type of equity in culture and drive growth – primarily through new subscriptions.

The New Agenda: Capitalism. Time for a reset.

The New Agenda is a rallying cry to make business better. But the FT is a trusted guide, so we knew that the key to effective execution was to directly prospect out into culture with its world-class journalism.

We launched with an open letter from the editor, cover-wrapping the newspaper for the first time in its history, declaring that capitalism needed to be reset. We lowered the paywall on FT.com allowing Global audiences to immerse themselves in New Agenda content.

The platform has since been brought to life in executions across OOH, print and digital, featuring provocations from live editorial, inviting consumers to subscribe to the New Agenda via a dedicated online hub.

Beyond communications, the platform has continued to show how the FT behaves from events to service innovation – equipping business leaders everywhere to write a new agenda.