The Financial Times ran a series of newspaper, online and digital outdoor advertisements in 2009 featuring a search bar into which someone has typed a financial phrases “Baby Bond”, “Enterprise Modelling” and “EMU” (European Monetary Union). Also see “Prolonged Recession”, “Record Fall”, “Third Quarter Stats”. Unfortunately, the search engine misunderstands and brings up an image of a baby in a bond outfit and a cardboard model of the starship Enterprise. The campaign runs the line, “Unlike millions of other websites, we know exactly what you’re looking for” and aims to promote FT.com as a source of expert analysis and global business news.
The Search Bar campaign was developed at DDB London by executive creative director Jeremy Craigen, creative directors Shishir Patel and Sam Oliver, copywriter/art director Grant Parker, planner Lucy Jameson, with Caroline Halliwell, FT’s director of brand and business to business marketing, client account director Carolin Halliwell, agency account director Charlie Elliot, art buyer Sarah Thomson, photographer Oleg Volk.
Media was planned at Maxus by James Jennings, Emily Rich and Kate Rigby.