MAA Ad of the Week: NCA and the FT enter ‘The Pink Room’

More than 90% of Financial Times readers pay to access the newspaper online, so a social media-first campaign makes sense – it’s almost a surprise that it’s taken them this long. This new work from NCA, part of the “For the why” positioning, uses video to showcase the humans behind the headlines by interviewing key FT journalists.

There’s also OOH in London and New York, all contributing to the message that the FT goes beyond politics and economics to consider the wider forces shaping society.

The sharp clarity of the campaign conveys the central message in style, as well demonstrating the substance that the FT is famous for.