According to Doremus director of client services, Angela Watkins, the B2B shop pitched alongside OMD, briefing F-H despite the PR consultancy's independent pitch stance.
While Delaney Lund Knox Warren & Partners (DLKW) handles the ad account in the UK and Europe, there was no immediate incumbent in Asia-Pacific.
According to FT commercial director, Asia, Su-Mei Thompson, the pan-Asian brief targets Hong Kong, Singapore, Japan and Korea.
"We're planning a fully integrated above-and-below-the-line campaign, which will include a TV commercial, outdoor and DM. PR activity will include media relations, events, sponsorship and speaker platforms," she said.
Doremus' Watkins added: "We intend to create meaning for the FT, drive circulation and outline differences (in the new edition) for current and potential readers. This is a significant investment from the FT when no-one (in the media) is investing in marketing."