The Financial Times enters the second phase of its brand refresh activity this week, with the launch of a worldwide TV advertising campaign. The campaign will be a global 40” television advert to bring the new tagline, “We live in Financial Times’ to life. The commercial will be aired on Bloomberg, CNN, CNBC, BBC World and Euronews.

The new TV work has been created by DDB London and uses a mixture of CG animation and live footage in a series of vignettes. The concept is to explore and highlight the ways that business influences different aspects of modern life in unexpected ways and to reinforce that the world now lives in Financial Times.

The television advertising is a further extension of the ‘We live in Financial Times’ campaign, which was launched on 23 April through a range of outdoor and digital channels, including poster sites, branded taxis, online advertising, point of sale activity and direct marketing. The campaign communicates the unrivalled print and online editorial content of the Financial Times.

Frances Brindle, Global Marketing Director for the Financial Times said: “Our TV advertisement reflects the fact that business plays a more important role in shaping our world than ever before. The advertisement seeks to communicate the excellence of our global business coverage in a contemporary way and reinforces the Financial Times as an accessible and modern brand.”

For further information, please contact:

Jo Crosby, Financial Times, 020 7873 3811 or jo.crosby@ft.com