Financial Times

DDB London

THE TEAM

Guy Bradbury, Darren O'Beirne, Jon Meatyard, Pete Mould, Helen McEwen, Sam Oliver, Shisher Patel, Matthew Bundy, Mat Jones, Sophie Simonelli, Fiona Spooner.

WHAT IS WONDERFUL ABOUT THIS WORK?

2009 suffered from reduced marketing budgets, leading to a reduction in advertising revenue: the FT needed a new strategy. Despite market conditions, we increased website visits by 350%. For every person that received the mailer, another four of their peers visited us.

OBJECTIVES

To reinforce to media buyers that in these difficult times, the FT is an essential media choice for reaching High Net Worth individuals. Deliver against traffic, customer loyalty, brand development and enquiry targets.

STRATEGY AND TARGETING

To gain a better understanding of media buyers' needs and motivations we conducted in-depth interviews. We discovered that they were under increasing pressure to demonstrate effectiveness and efficiency through better targeting, cost per response and ROI metrics. Due to the expansion of media channels, the sheer volume of information they have to digest and remember is now daunting. And finally most, if not all, of the information provided by media owners was factual and boring. We saw a real opportunity to make this information engaging to media buyers, as well as making it easy to digest and useful on a daily basis.