Barack Obama’s endorsment of the UK’s Financial Times has been endorsed by the 2010 D&AD Awards with inclusion of the print advertising campaign in the 2010 Design and Art Direction Annual. The campaign, launched on June 15, 2009, promoted the Financial Times as the publication that “the man everyone listens to, listens to”. On 27 March 2009, Barack Obama granted his first global interview as US president to Lionel Barber, the editor of the Financial Times. During the interview, he told Barber: “I read the Financial Times before other people read the Financial Times. Now it’s trendy and everybody carries around a Financial Times.” The press ad carries Obama’s quote, alongside an image of the president addressing a Democratic campaign rally at Waterfront Park, Portland, Oregon in May 2008 and includes the question: “Who does the man everyone listens to, listen to?” The Finanial Times claims a worldwide readership of 1.3 million, with 23 print sites around the world.
The Obama ad was developed at DDB London by executive creative director Jeremy Craigen, creative directors Shishir Patel and Sam Oliver, copywriter Jonathan John, art director David Mackersey, planner Lucy Jameson. Stock photography was retouched by Andrew Walsh. Media agency was Maxus.