The Financial Times Launches New 'St Bernard' Posters

As a follow up to its recent ‘global downturn’ campaign, which commented on the benefits of continuing to invest in advertising in tough economic conditions, the Financial Times is launching the latest execution of the award winning campaign, created by DDB London.

The new posters emphasise the Financial Times’ position as a trusted source of global business news, providing expert analysis that you can turn to in troubled times. They feature a St Bernard dog, with a copy of the Financial Times around its neck, heroically emerging from an alpine storm.

Frances Brindle, Global Marketing Director of the Financial Times, said: “This striking image clearly demonstrates the role played by the FT in these challenging times. At a time of crisis there is greater demand than ever for reliable, accurate, news, comment and analysis. Our readers want a “trusted guide” through the turmoil and this is exactly what the Financial Times provides.”

The posters, bought by the Financial Times’ media agency, BJK&E, will appear on 48 sheets and Transvisions across London from 1st December 2008. The creative will also be used through the line in reader and client communications and point of sale.

The Financial Times, one of the world’s leading business news organisations, is recognised internationally for its authority, integrity and accuracy. Providing extensive news, comment and analysis, the newspaper is printed at 24 print sites across the globe, has a daily circulation of 451,676 (ABC figures, October 2008) and a readership of 1.4 million people worldwide. is the definitive home for business intelligence on the web, providing an essential source of news, comment, data and analysis for the global business community. attracts 7.1 million unique users, generating 72 million page views (ABCe figures, March 2008).


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