Financial Times

This campaign, developed by DDB London for the Financial Times, a UK business newspaper, won a silver for best use of B2B direct mail at the 2009 DMA Awards.

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....

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