In 2019, the Financial Times launched its most substantial brand campaign since the financial crisis. The New Agenda puts the FT firmly on the side of responsible business. The opening statement - capitalism, time for a reset - provoked global debate and underlines the role of the FT as a trusted guide to the emerging trends that are reshaping business and society and will help to secure new audiences.
The campaign's first phase has generated discussion at the top of business and politics. With the Brooklyn Brothers serving as lead creative agency, TNA’s launch was a successful international internal cross-collaborative effort, achieving strong results.