Trusted Sources Take Centre Stage in Financial Times Campaign

The Financial Times and Orange Panther Collective (OPC) have just launched the third phase of activity under its Creative Platform SOURCE:FT across the US, EMEA, MENA and APAC regions.

First, a quick potted history. In early 2024 OPC were asked to help lead a global insight development project to ascertain the core role of the FT within current, lapsed and likely readers, across the globe. The output of this project led to reinforce the FT’s positioning as the most trusted source of quality news, due to its balanced and unbiased approach to reporting – a unique and powerful stance in a news landscape plagued by divided political allegiances and obscured agendas. This then led to the FT and OPC developing SOURCE:FT as the creative articulation of that strategy, with first work in-market in September 2024.

Fast forward a year, with further work in-market back in January, and here we are at the third instalment. The campaign has certainly moved on, stripping back some of the more overt elements that featured at the launch stage, but are no longer needed now that the platform has become more established.

​Nigel Roberts, creative partner at OPC says, ”Your opinions are only as reliable as the information that you base them on. And misinformation and bias is everywhere. But FT readers know that, as well as getting irrefutable facts and genuinely unbiased analysis from the FT, they get to shape their own perspectives with total clarity and absolute conviction. The strength of the campaign is that it’s all about the consumer need, simply and succinctly crediting the FT as the source of the invaluable calm that comes with knowing that you can believe in your own thinking.

​Graham MacFadyen, consumer marketing director at the FT added, “We really appreciate the effort the OPC team have invested to bring the FT’s enduring commitment to trusted, unbiased journalism to life. It has really paid off in a campaign that clearly conveys how important the FT is in today’s modern media landscape.”

​Simon Hewitt, founder of the OPC concluded, “In addition to the strategic and creative rigour that sits at the heart of this work, we’re also proud to show off how we can produce a high quality global campaign in multiple channels at real pace and cost efficiently. This agility is a fundamental part of what we bring to the table.”

The work is launching today across Connected TV, Digital, Acast, a New York focussed DOOH campaign and a partnership with Condenast.