The FT launched a new brand campaign to help build their audience and deliver their goal of a million paid-for readers.

At the heart of the new campaign is the quality and value of the FT journalism – in particular how the FT takes you beyond the headlines and helps readers make the right connections between events and issues in an increasingly complex and inter-connected world.

It’s one thing to report the news independently and accurately. It is even more powerful for their readers to understand the first and second order impact – and beyond. Think, for instance, what self-driving cars might mean for legal liability or motorway services.

This approach is captured in the new endline “Make the right connections”. It will be brought to life through powerful multimedia creative such as imagery, videos and GIFs tied to the news agenda. The success of the project came down to creating clever and compelling connections. 

The big themes of coverage were: