FT kicks off brand campaign

Hong Kong - The Financial Times has launched its first major branding campaign in four years as part of a global push to refresh its image with business leaders and the C-suite demographic. 

The campaign, titled "We live in financial times", is the publication's first significant above-the-line investment in four years. The campaign kicked off in the region this month with TV, out-of-home, press, direct mail, digital and point-of-sale activity.

The creative from DDB London includes imaginary cityscapes of the world's iconic business buildings and includes a ferocious school of sharks, representing the current mergers and acquisition activity.

Locally, the ads will feature at the Airport Express as well as a promotion with Pacific Coffee outlets using Bluetooth technology. An interactive microsite has also been launched.

"We wanted to create a campaign to promote our unrivalled business content to a broader range of business readers and advertisers and to communicate the personality of the FT in a fresh and innovative way," Jocelyn Cripps, marketing director for the Financial Times in Asia said.