Financial Times Traces Reader’s Confidence Back to Trusted Journalism

The Financial Times has launched a bold, new, multi-media campaign promoting the ultimate benefit of its unbiased and critical journalism. The campaign launches today in the US – a timely message in the build-up to the presidential election – and the UK and Germany.

Created and produced by independent creative advertising agency Orange Panther Collective (OPC), the campaign is centred around the notion that trusted journalism can help shape people’s opinions and give readers the confidence to act on those opinions. 

Across TV, digital video, Spotify, large and small format OOH, press and social, the series of ads depict readers in a range of scenarios including at the voting booth, in business meetings and in social arenas. They illustrate the critical moments when readers act with clarity and decisiveness – their conviction overcoming the jeopardy of the situation. In each scene, the origin of that conviction is credited with the simple tag ‘Source: FT’.

To help inform the campaign, OPC brought in specialist partner X Marks The Spot Research to conduct a global study on consumer reading habits. Regarding the findings, Nigel Roberts from OPC commented, “In a world of divided political landscapes people feel that they can no longer rely on previously trusted news sources to report without bias. Intelligent people and independent thinkers have become increasingly concerned about the perceived crisis of agendas in journalism so they are actively on the lookout for dependable, rigorous and critical news sources. Those who already read the FT know that it tackles every topic with a critical mindset, taking nothing at face value in its pursuit of relentless reporting and thorough analysis.’

The TVC was directed by Yassa Khan at Camp Productions. All other assets were created and produced in-house by OPC.

Graham MacFadyen, consumer marketing director at the FT said, “The campaign is a durable expression of what our research tells us makes the FT different from other news media - it gives you the confidence to form your own robust opinions and make important decisions”