Financial Times - US Audience Campaign

We were asked by the FT to create a positioning for them in the US, where it is largely unknown, even with a core audience. We developed the positioning "People don't just read the Financial Times, they use it" as the FT has been a bastion of reporting on matters of great political and financial importance, and through their intense fact checking and journalistic rigour they have never been about navel-gazing opinion, or simple reporting of facts - but economic and financial journalism that inspires and enables action. The budget was relatively small hence the use of stock imagery but we brought it to life through a smart mapping of the key narrative typography throughout.