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Battle of the Brands

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Diary of a CMO

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March 27, 2000

FT.com Launches Ad Campaign

New York-based FT.com, the Internet partner of the Financial Times, launches its first advertising and branding campaign today. Created by BBDO, New York, the campaign is based around the tag line "The world doesn't turn on a dime." It will consist of television, print, outdoor and Internet advertising. Actor Dan Aykroyd will be featured in the TV spots, which will emphasize FT.com's importance as an information provider in the global market. Print ads will be featured in major publications such as The Wall Street Journal, USA Today, Forbes, Fortune, The Economist and Red Herring. Ads will use the pink color of the Financial Times to help brand the campaign. Online advertising is being created by @tmosphere, New York, and will include media spots on the Microsoft Network. Billboard, bus stop and telephone kiosk ads will be placed in key financial areas.