THE CHALLENGE
In a world of divided political landscapes and obscured agendas, readers can no longer rely on previously trusted news sources to report without bias. Or so they thought.
THE RESPONSE
We undertook a global insights research project to shape the unique positioning that the FT provides rigorous, unbiased and critical journalism, so readers can confidently form the most robust opinions. We then developed an integrated campaign across TV, VOD, DOOH, digital, social, press and audio ads in the US, UK, Europe and APAC.
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