Celebration of Reliable and Authentic Reporting by FT
The Financial Times (FT) has launched a new campaign aimed at attracting readers who value dependable, rigorous, and critical news sources. The campaign, produced in collaboration with creative advertising agency Orange Panther Collective (OPC), resonates with individuals concerned about the perceived crisis of agendas in journalism.
Nigel Roberts from OPC discussed the study's findings, revealing that people feel they can no longer rely on previously trusted news sources. The campaign's message is a call to action for those seeking dependable, rigorous, and critical news sources.
The campaign includes a series of ads depicting readers acting on their opinions in various settings, such as voting booths, meetings, social arenas, and more. Each ad features a 'Source: FT' tag, positioning FT as the influence behind the depicted actions.
A global study conducted by X Marks The Spot Research analyzed consumer reading habits before the FT campaign. The study revealed that intelligent people and independent thinkers are actively seeking such news sources.
The FT's approach to journalism is distinctive in its pursuit of critical analysis and thorough reporting. The FT tackles every topic with a critical mindset, taking nothing at face value. Those who already read the FT are recognized for their critical mindset.
The campaign will run across multiple platforms, including TV, digital video, Spotify, outdoor advertising, press, and social media. The featured image for the campaign is a collaboration between FT and OPC.
The FT is known for its relentless reporting and thorough analysis. The campaign emphasizes the importance of such journalism in today's world, where trust in news sources is at an all-time low. The FT's campaign is a testament to its commitment to unbiased journalism and its role as a trusted news source for intelligent, independent thinkers.
- The advertising campaign produced by Orange Panther Collective (OPC) for The Financial Times (FT) targets individuals who are seeking dependable, rigorous, and critical news sources, especially given the perceived crisis of agendas in journalism.
- In a commentary, Nigel Roberts from OPC stated that the global study conducted by X Marks The Spot Research showed that smart people and independent thinkers actively seek such news sources.
- The FT's advertising campaign, which includes TV ads, digital video, Spotify, outdoor advertising, press, and social media, highlights the role of FT in influencing the actions of critical readers and positions it as a trusted source of dependable, rigorous, and critical news.
