Brand and acquisition campaign
challenge.
The Banker’s first brand campaign needed to reinforce its position as the leading source of intelligence for global banking leaders, while addressing a core audience tension: time poverty.
Senior decision-makers are overwhelmed with information, so the challenge was to cut through with a clear, compelling proposition that positioned The Banker as a trusted, time-saving source of insight.
The challenge was to:
— Build awareness and visibility across digital and social channels
— Drive meaningful engagement through more focused, data-informed messaging
— Convert interest into trials, subscriptions and corporate enquiries
— Establish a repeatable, performance-led model for future FT Specialist campaigns
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 developed the creative direction for the top of the funnel and led the team to deliver the full campaign across all stages.
I led the shift from a single-funnel brief to a multi-stage, data-led approach, aligned with how audiences actually engage and convert.
At the awareness stage, I introduced the “Time is money. Read wisely.” platform. The visuals were deliberately clean and reflective, positioning The Banker as a clear, authoritative source for time-poor audiences.
For consideration, we shifted into content-led messaging, retargeting audiences with selected free articles to demonstrate value and drive deeper engagement.
At acquisition, we moved into product-led creative, using the interface and key features to clearly show value and convert warm audiences.
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
awareness stage.
awareness stage.
awareness stage.
consideration stage.
acquisition stage.
consideration stage.
acquisition stage.
