FT.com picks Countrywide to handle UK PR

FT.com, the on-line arm of the Financial Times, has appointed Countrywide Porter Novelli to handle its UK PR.

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

Meadley.



’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

registered users.



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

management.



Nero was appointed to the newly-created role of head of communications

in March (PR Week, 31 March).



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