FT.com, the Internet partner of the Financial Times, London, has named BBDO New York to head a $15 million integrated marketing program in the fourth quarter to accelerate consumer trials and deepen user relationships.
The campaign, which includes online and offline advertising, broadcast and direct mail, will represent the second phase in FT.com's U.S. introduction since the Web site was relaunched in February.
Barry Herstein, senior vice president and group marketing director at FT Group, said the company's mission was “to establish FT.com as the preeminent global business brand in the U.S.”
He added, “To date, we have been successful in setting the groundwork for our brand with a broad-based, mass media effort. We have asked BBDO New York to continue to provide strategic direction for the brand and to coordinate this effort in conjunction with other planned marketing activities.”
