The Financial Times has appointed a new global media agency to supporting its long-term strategic vision and growth ambitions as it seeks to build its global base of paying subscribers and its premium brand in an increasingly competitive media landscape.
The7stars, which claims to be the UK’s largest independent media agency, has scooped the brief following a review process led in collaboration with Ingenuity+.
The paper was founded in January 1888 as the London Financial Guide before rebranding a month later as the Financial Times. It is now owned by a Japanese holding company, Nikkei, with core editorial offices across Britain, the US and continental Europe. In 2023, it was reported to have 1.3 million subscribers of which 1.2 million were digital.
The Consumer Revenue Group, responsible for consumer subscriptions of the FT’s business, has worked with EssenceMediaCom since 2014.
The agency retained the account following a competitive pitch in 2019 and expanded its remit in 2022 to take on full media management. The transition to the7stars will begin this month, with a full handover planned for the summer.
The FT says the partnership will be critical to ensuring the FT’s marketing remains “bold, data-informed, and creatively excellent”.
FT marketing performance and technology director Katrina Broster said: “As we look ahead to an ambitious future, we’re excited to appoint the7stars as our new agency. They impressed us with their compelling vision, proven expertise, and an innovative approach to media, and we’re confident they are the right agency to help us deliver on our global growth goals.”
The7stars client planning partner Vicky Crouch-Marlow added: “We’re really excited to start working with the Financial Times. This is more than a new chapter — it’s an opportunity to collaborate with a brand that has set the standard for insightful, impactful and quality journalism in the world of business and beyond.”
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