Financial Times Essential for Corps

The Financial Times recently ran a print advertising campaign, “Essential”, with the strapline “Some tools aren’t a luxury.” The campaign is aimed at positioning the corporate FT subscription as an essential business tool that companies cannot afford to be without. The three designs feature a paratrooper in freefall in ‘Paratrouper’, empty-handed arctic explorers in ‘Explorers’ and an unarmed police squad in ‘SWAT’. Although a Financial Times corporate subscription is a cost to your business, the benefits you get in return are invaluable. “Some tools aren’t a luxury. FT subscriptions. Relevant content customised for you. We live in Financial Times.”

Financial Times Paratrouper Essential

Financial Times Explorers Essential

Financial Times SWAT Essential


The Essential campaign was developed at DDB UK, London, by creative directors Sam Oliver and Shishir Patel, art director Rob Messeter, copywriter Mike Crowe, and photographer Paul Smart.