The Financial Times is launching a new B2B direct marketing campaign designed to target media planners and buyers in the EMEA region, in conjunction with Touch DDB and DDB London. The campaign entitled ‘A Complete Spotter’s Guide to the World’s Most Elusive Breeds’ will launch with a teaser email on 30 April, followed by a direct mail pack on 6 May and a refreshed media toolkit at www.ft.com/advertising.
The direct mail brings to life how media planners and buyers can more effectively target an elusive high value audience using a combination of advertising space in FT print and online products. With a bird spotting theme, a guide profiles six audience ‘breeds’ – including the high net worth individual, the business decision maker, the entrepreneur, the client facing professional, the financial professional and the opinion leader.
A pack with the guide and an FT branded pair of binoculars will be sent to approximately 300 existing contacts while the guide will also be delivered separately to 1,000 further recipients.
Caroline Halliwell, Director of Brand & B2B Marketing at the Financial Times, said: “The campaign has been created to position the FT as the most effective and efficient route to reach the world’s most influential and affluent people. That’s why the FT is such an important media choice for advertisers.”
Guy Bradbury, executive creative director at Touch DDB, added: “Communicating with media buyers, the savvy and difficult to reach audience, can be a real challenge but with this piece we’ve really hit the nail on the head, creating something memorable, amusing and demonstrative that the FT is the smartest way to reach high-quality audiences for a wide range of products. This idea was all about creating something pertinent to media buyers, something they would keep referring to but also enjoy reading and in doing so consider the FT more often.”
The newly designed FT online media toolkit created by OneBite will feature a free trial subscription to FT.com which will allow agencies to sign up to email bulletins and keyword alerts on their clients, competitors and industry sectors. It will also include case studies, research, audience information, product highlights and information about FT strategic solutions and digital innovations.
Source: http://mnilive.com/?p=3272
The direct mail brings to life how media planners and buyers can more effectively target an elusive high value audience using a combination of advertising space in FT print and online products. With a bird spotting theme, a guide profiles six audience ‘breeds’ – including the high net worth individual, the business decision maker, the entrepreneur, the client facing professional, the financial professional and the opinion leader.
A pack with the guide and an FT branded pair of binoculars will be sent to approximately 300 existing contacts while the guide will also be delivered separately to 1,000 further recipients.
Caroline Halliwell, Director of Brand & B2B Marketing at the Financial Times, said: “The campaign has been created to position the FT as the most effective and efficient route to reach the world’s most influential and affluent people. That’s why the FT is such an important media choice for advertisers.”
Guy Bradbury, executive creative director at Touch DDB, added: “Communicating with media buyers, the savvy and difficult to reach audience, can be a real challenge but with this piece we’ve really hit the nail on the head, creating something memorable, amusing and demonstrative that the FT is the smartest way to reach high-quality audiences for a wide range of products. This idea was all about creating something pertinent to media buyers, something they would keep referring to but also enjoy reading and in doing so consider the FT more often.”
The newly designed FT online media toolkit created by OneBite will feature a free trial subscription to FT.com which will allow agencies to sign up to email bulletins and keyword alerts on their clients, competitors and industry sectors. It will also include case studies, research, audience information, product highlights and information about FT strategic solutions and digital innovations.
Source: http://mnilive.com/?p=3272
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