Quick thinking by New Commercial Arts has put The Financial Times among the UK’s headline stories. The agency’s tactical campaign features Andy Burnham as the news media discusses the “PM-in-waiting”.

The campaign builds on The Financial Times’ For The Why, creative platform launched in January this year for the publication’s consumer subscriptions arm across major markets, including the US, UK, EMEA, and APAC, and mirrors its structure.

It is running across high-impact, DOOH sites in Canary Wharf, Battersea Power Station and the City of London, to highlight the Financial Times’s commitment to providing deep, critical analysis of current political shifts and their broader economic impact.

Credits
Client: Financial Times
Managing Director, Consumer Subscriptions & Marketing: Fiona Spooner
Consumer Marketing Director: Graham MacFadyen
Head of Creative Strategy: Chris Storey
Senior Creative Strategy & Performance Marketing Executive: Alessandra French

Creative Agency: NCA
CCO & Creative Founder: Ian Heartfield
Creatives: Adam Taylor-Smith & Stephen Yeates
Business Director: Julia Pensabene
Account Manager: Jeff Baker
CSO: Matt Walters
Senior Strategist: Cara van Rhyn
Project Director: Sarah Brown
Producer: Abbie McLean
Design Agency: King Henry
Head of Design: Danny Tomkins
Artworker: Bradley Baker
Head of Creative Operations: Yaz Mailoud

Media Agency: the7stars

The first wave of For The Why: