FT goes OOH to get message across

Singapore - DDB London has helped the Financial Times launch its latest branding campaign on the JCDecaux network, with the 31 meters by 9 meters creative fixed onto the façade of Suntec City Tower Four.

The campaign tagged, ‘We live in Financial Times', is part of a global branding campaign which in addition to this outdoor effort, also features on TV, press, direct mail, digital and retail point of sale.

"Circulation figures and advertising revenues for the Financial Times in Asia have continued to rise over the past 12 months and we are working hard to continue this growth. Our new brand advertising allows us to showcase our newspaper and website before our target audience and readership, as well as our advertisers. It's been exciting to plan and execute our own campaign and I believe our clients and partners appreciate our willingness to invest in our brand globally," Angela Mackay, Executive Director, head of Asia Pacific for the Financial Times said.

 The creative aims to show the pivotal role global business plays in everyday lives, and features an imaginary cityscape made up of the world's most iconic business buildings. Media duties were done by OMD and the outdoor campaign ends 7 November.