FT.com, the on-line arm of the Financial Times, has appointed
Countrywide Porter Novelli to handle its UK PR.
The six-figure fee account, plus project work on top, will see CPN
replace incumbent Firefly when its contract finishes in September. The
work was awarded after a five-way competitive pitch including CPN,
Firefly, Lexis PR, Cohn and Wolfe and Fishburn Hedges.
The appointment means CPN handles both FT.com and the FT. It was awarded
the newspaper brief 18 months ago. Porter Novelli was also appointed by
FT.com in the US earlier this year.
The FT.com and newspaper accounts are handled by CPN director Richard
’The FT.com brief covers media relations, opinion formers, sponsorship,
everything except internal communications,’ said Meadley. He reports to
FT.com head of communications Paul Nero.
According to Nero, the FT.com account calls for a separate campaign to
the newspaper as the web site has a different demographic.
’We want the agency to help FT.com attract a younger profile than the
newspaper without breaking the heritage and brand values attached to the
Financial Times,’ said Nero.
FT.com is one of the world’s leading international business information
web sites. It attracts 26 million users per month and has two million
According to Meadley the campaign will focus on the message that FT.com
is more than the newspaper on-line but acts as a portal with a range of
services for business people, including share information, city and
restaurant guides and discussion forums.
FT.com continues to use Gnash for on-line PR and Get Real for brand
Nero was appointed to the newly-created role of head of communications
in March (PR Week, 31 March).