Women and Wealth podcast
challenge.
Expand Investors’ Chronicle beyond its traditional audience, particularly targeting younger female investors, a segment that has been underrepresented.
The brand is strongly associated with older male audiences, so shifting perception and opening it up to a new demographic was strategically important. The challenge was to do this without losing authority, while proving that a new, video-led format could drive engagement.
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.
I led the creative direction for a multi-platform campaign built around the Women and Wealth series, creating a clear and distinctive visual identity that could scale across channels.
The team delivered the design and versioning under my direction, building a flexible system that worked across social, web, email and audio platforms.
We treated this as a system rather than a one-off campaign, adapting creative for each platform to maximise reach and engagement across Meta, Reddit, YouTube and Spotify.
The approach drove strong performance and proved the value of video-led podcasts produced in-house, both in terms of audience growth and cost efficiency.
The campaign successfully attracted a younger, more gender-balanced audience and delivered sustained engagement across platforms. It has since been extended into a second and third season, establishing a scalable model for future content.
The work was also shortlisted for Transformation Initiative of the Year at the NMAs 2026.
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
YouTube. Apple. Spotify.
awareness stage.
awareness stage.
Marketing campaign
Marketing campaign
