Financial Times - Lead Without Example

The Brooklyn Brothers and FT launches 'Lead Without Example', which includes TV ad 'Lost for words' featuring world leaders, including Trump, Biden, Putin and friends.

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14 September 2020 - The Financial Times calls on readers to step up and pave the way from crisis to recovery in the latest phase of its New Agenda brand campaign.

Launching with the line - Lead without example - the campaign challenges business leaders and policymakers to enter uncharted territory and create the conditions for a sustainable and responsible recovery in the aftermath of COVID-19. 

However, the FT acknowledges that leadership at this moment is difficult, an idea that is explored in a film that will play out on VOD formats and on social media. 

The campaign, developed in partnership with The Brooklyn Brothers, will therefore showcase the leadership resources that the FT provides alongside its agenda-setting journalism. These include its widely-cited coronavirus tracker; its new global recovery tracker; and its heavyweight Global Boardroom events.

The FT’s CMO, Finola McDonnell, said: “The FT is a truly global business publication. Recovery from this unique global crisis requires a concerted, international response. It’s both an opportunity for the FT and our responsibility to promote a new leadership agenda that can shape an imaginative recovery effort worldwide.”

In addition to the planned marketing activity, a bespoke research project, delivered through the FT’s thought-leadership arm Longitude, will gather the views of global C-Suite executives on how their corporate priorities may have changed during the lockdown. The results of the research will be published later in autumn and will help mould the future direction of the campaign. 

The FT’s global campaign will run across digital channels, including online media, TV, audio and video, from September 8 to November 16. The FT partnered with The Brooklyn Brothers on the creative strategy for this campaign. Essence and Brainlabs support our B2C acquisitions team with campaign execution.

About the Financial Times

The Financial Times is one of the world’s leading business news organisations, recognised internationally for its authority, integrity and accuracy. The FT has a record paying readership of more than one million, three-quarters of which are digital subscriptions. It is part of Nikkei Inc., which provides a broad range of information, news and services for the global business community. 

The Brooklyn Brothers

We’re an earned-first advertising agency helping brands to Rise Above The Noise and earn a place in culture. From the outset, we built an agency capable of answering the needs of future-facing clients - those who demand big brand ideas without the heavy overheads of complex structures, multiple departments or the reliance on solely paid media. And we love to partner with ambitious marketers, who like us, believe that in today’s opt-out culture attention can no longer be bought, it must be earned first. We always strive to create big brand ideas that truly matter, the ones that will ‘Rise Above the Noise’ of culture, rise above the conventions of category and rise above the constructs and constraints of ‘traditional’ advertising. Because we believe that these are the ideas that earn their place in consumers lives and drives business outcomes for brands. We’ve combined the best of traditional ad agencies and the creativity of the entertainment industry with the distribution nous of a modern publisher to do this very thing. It’s how we create ideas that people & the media will want to talk about and share. We call it earned 1st, but to put it simply, it’s advertising that’s so good, it doesn’t feel like advertising. The Brooklyn Brothers strives to find new, different and effective ways of doing this for global brands such as Land Rover, Jaguar, NBC, Castrol, Lancôme, MINI, Financial Times, WaterWipes, American Express, First Direct and Photobox.