The print campaign was created by M&C Saatchi New York and is running in magazines including The New Yorker, Forbes and Harvard Business Review. It will also be running ads in The Wall Street Journal, which is doing battle for readers in both the US and Europe.
There are three executions in the campaign. One says "There's no recipe for success. But there are ingredients," and another reads "197,000,000 square miles nicely reduced to 640 square inches". All the ads finish with the tagline "read to lead", and the campaign is in black and white, except for a splash of colour to highlight the FT's distinctive pink pages.
Previous marketing campaigns for the FT have highlighted its global business coverage, but the new work aims to paint a bigger picture of what the newspaper is about.
Elissa Tomasetti, vice-president of marketing for the FT, said: "What we're trying to address in the American market is a high awareness of the FT but limited knowledge of our depth of coverage. What we do know is that once people start reading the FT, they are loyal to it. And the more people know about us, the more likely they are to try us."
Media planning and buying for the campaign is by KDM, a division of Doremus. The FT has published a standalone US edition since 1997.
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