Financial Times on the hunt for direct agency

by Ben Bold, Brand Republic 23-Nov-06, 07:00

LONDON - The Financial Times is on the hunt for a direct marketing agency following the appointment in September of DDB London to its £5m above-the-line account.

The newspaper currently does not work with a retained agency but uses RMG Connect and Draft FCB on a project-by-project basis.

A spokeswoman for the FT confirmed that the brand is looking for an agency, adding that David Kirby, the FT's head of customer development, is overseeing the search. The successful agency will be responsible for devising below-the-line activity to promote the newspaper and FT.com.

DDB London won the FT's advertising account after a pitch against Miles Calcraft Briginshaw Duffy and United London. The account was previously held for 15 years by Delaney Lund Knox Warren & Partners, with sister agency DLKW Dialogue working on the direct marketing.

Under DDB's creative helm, the FT will steer away from its iconic "No FT, no comment" slogan, which it has used in its advertising for nearly 25 years. It is expected to replace it with the line "We live in Financial Times".

Earlier this week, the FT promoted Esther Jackson, its head of marketing, to the post of EMEA marketing director, following Frances Brindle's promotion to global marketing director. Jackson joined the FT in March from catering company Brake Bros, where she was marketing director.

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