Ola Moore

The New Agenda campaign

challenge.

The Financial Times’ New Agenda initiative addresses global challenges such as climate change, inequality and geopolitical tensions. It offers insights for governments, businesses and individuals. Covering a wide range of topics, it promotes responsible economic behaviour by equipping readers with the knowledge to make informed decisions. The main challenge was to raise global awareness and drive conversions.

solution.

Developed a dual creative approach across brand and performance, creating a consistent system that worked across all channels and markets.

Awareness (brand-led, “Make Sense of It All”)

— Positioned the FT as a trusted guide for business leaders navigating global complexity

— Creative spoke to curious, ambitious professionals who value independent journalism

Developed a dual creative approach for brand and performance, delivering a consistent system across all channels and markets.

1. Awareness (brand-led design, “Make Sense of It All”)

— Positioned the FT as an essential guide for business leaders navigating global challenges

— Messaging resonated with professionals who are curious, ambitious and value independent journalism

Understanding and acquisition (performance-led, “Insights for Leaders”)

— Showed how global events connect and shape decision-making

— Reinforced the FT’s role in delivering essential insight for professionals

I led the team in delivering all campaign assets, working closely with three specialist agencies across strategy, concept development and video production. Alongside this, I oversaw the development to ensure consistency across TV, OOH, social, video, display and email.

I also collaborated on sound design, voiceover casting and rollout planning, helping maintain a strong and consistent brand presence across all regions.

The TV ad was developed by the creative director and agency, with my role focused on ensuring it aligned with the wider brand vision. I also mapped out the campaign’s critical path and worked closely with senior stakeholders to manage data, specs and delivery timelines.