Financial Times launches new content marketing suite FT Squared | M&M Global

Financial Times launches new content marketing suite FT Squared

The Financial Times has announced the launch of a new suite of content marketing products, FT² (FT Squared).


The suite, offering content creation, data analytics and digital tools to bring client content to the right audience at the right time, was introduced at Advertising Week in New York.

Zurich Insurance Group is FT²’s launch partner, with a further campaign confirmed for Santander.

“FT² is an effective way for us to connect with our audiences in order to help them understand what risks they face and how they can protect what they truly love,” said Zurich Insurance Group head of marketing and communications Andreas Hildenbrand. “We are delighted to be the first brand on the FT² platform.”

A new ‘Paid Post’ offering brings together FT², advertising features and publishing partnerships in an attempt to respond to customer research which showed that 74% of FT readers found value in promoted content from advertisers.

“The launch of FT² meets a high demand for new ways to create and surface quality content from advertisers,” said FT global advertising sales director Dominic Good. “We have built a team of talented freelancers and designers who work closely with our advertisers on their campaigns to ensure the best reader experience and outcomes for their specific needs.

“This team is also fully integrated with our data analytics team and works with our B2B marketing team to extend campaigns beyond, reaching audiences across multiple channels, whether FT owned or those of a trusted third party.”

Anna Dobbie


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