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 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
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.
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.
awareness stage.
awareness stage.
awareness stage.
consideration stage.
acquisition stage.
consideration stage.
acquisition stage.
