?FT? Launches Global B2B Ad Campaign

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By: E&P Staff

The Financial Times is adding a business-to-business component to its advertising campaign as it seeks to increase corporate subscriptions.

With the tagline, “Some tools aren’t a luxury,” the campaign positions corporate FT subscriptions as an essential business tool. Ads show a paratrooper in freefall, Arctic explorers empty-handed and an unarmed police squad.

“Over 800 corporate customers have already decided that the FT is essential. These customers benefit from cost effective corporate rates and the rights to access FT journalism across thirty different platforms,” Caspar de Bono, FT’s managing director of B2B, said in a statement at the launch.

Information about corporate subscriptions can be found at www.ft.com/corporate.

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