Five months after appointing its first chief data officer, the Financial Times is aiming to put data at the heart of a new customer-focused strategy, and has hired Founded as its global CRM agency.
The agency has been briefed to devise a multichannel strategy for all existing customers, covering print, email, retargeting and social media.
Launched in London in 2012, Founded has recently opened a San Francisco office to support California tech and start-up clients. Its client list includes P&O Cruises, Sony, SAP, Paypoint and Hays.
Founded managing partner Damian McGee said: “The FT is a trusted and authoritative source for news, comment, data and analysis to the global business community.
“Its content is second to none and we’ll be supporting across a number of key programmes, including multi-channel content-led engagement programmes.”
The move follows the promotion of Tom Betts, who has worked at the FT since 2009, from vice president of customer analytics and research to chief data officer.
His division has been briefed to create new tools to spread the use of data across the business as well as test new ideas to build audiences and revenues.
FT appoints first chief data officer