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Financial Times gives advertising toolkit a touch of bling

LONDON - The Financial Times has revamped its online toolkit for advertisers using images of executives draped in designer clothes and jewellery in an attempt to boost global clients.

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The new site ft.com/advertising has been developed by WPP Group digital agency Good Technology and includes demographics of global readership.

To hammer home the message that many readers are among the richest individuals in the world, images of executives wearing Hugo Boss clothing and Bulgari jewellery and using Vertu mobile phones and black Amex cards are also shown.

The site uses images of the designer-clad models in quick succession to "emulate video", according to Good Technology managing director Xanthe Arvanitakis.

 

Ben Hughes, FT Global director of advertising, said: "We wanted to encourage people to rethink their perceptions of the FT brand. This innovative approach enables us to showcase what the FT has to offer advertisers in terms of reader demographics.

"It conveys the exclusivity of our audience in an informative, yet engaging way."

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