The Financial Times is launching a new integrated advertising campaign to promote FT.com as an accessible source of expert analysis and global business news. The campaign is the latest phase of the award-winning ‘We live in Financial Times’ campaign, by DDB London.

The campaign draws on the fact that frequently, when searching for news online, countless results are returned from millions of sources, with a marked difference between the information required and the information received. The FT aims to convey that time poor professionals can go directly to the important news and analysis that they need by using FT.com as a first point of call.

The creatives use a selection of images that could be found by conducting a general online search for financial terms. One execution shows a search for ‘EMU’ resulting in an image of the emu bird. Another shows the results for a search for a ‘baby bond’ as an image of a baby dressed up as James Bond. The creative is accompanied by the tag line: ‘Unlike millions of other websites, we know exactly what you are looking for’.

The campaign will launch across global press and online on 4th May, running over a range of formats across publications such as the Economist, Time, Fortune and The Week. Digital 6 sheets will also run at London City Airport in the UK.

Caroline Halliwell, Director of Brand & B2B Marketing at the Financial Times, said: “This new campaign clearly demonstrates the role played by FT.com in these challenging times. At a time of a recession and financial crisis there is greater demand than ever for reliable, accurate, news, comment and analysis. FT.com assists time-poor professionals by being a comprehensible and trusted source of global business information and analysis, edited by over 500 experts around the world.”

Grant Parker, Head of Art, DDB London added:

“As with the FT itself, FT.com content is authoritative, reliable and has a strong editorial voice. When time is precious, taking a short cut to trusted analysis is invaluable. The new campaign aims to convey this, taking cues from some of the more humorous but unending blind alleys that currently need negotiating. It was important to continue to communicate the accessible nature of the FT in the creative and tone of voice used”.

The FT.com audience continues to grow with increased demand for reliable, accurate, news and analysis of the financial crisis. The site now has over 1.2 million registered users and sees more than one million video downloads a month.

For further information, please contact:

Kristina Eriksson, Financial Times, +44 20 7873 4961 or kristina.eriksson@ft.com