The Financial Times appoints lead creative agency for key 2024 campaign

The Financial Times has appointed the Orange Panther Collective to develop its global audience acquisition campaign for 2024.

As the lead agency, OPC will develop a new creative platform for the acquisition team, with work releasing in July and then September.

The newspaper works on a project basis with agencies. Previously, Brooklyn Brothers would handle the FT’s hero campaigns. 

OPC has worked with the FT previously, creating brand films for the publication in 2022 and 2023 and launching FT Live in 2022.

Media will be handled by EssenceMediacom, with the core channels being TV, out of home, audio, social and influencer.