The Financial Times has appointed London-based agency the Orange Panther Collective to create a global audience acquisition campaign to run throughout the rest of 2024.
As part of its new remit as lead agency, the Orange Panther Collective will be tasked with overseeing the development of a new creative platform for the newspaper’s acquisition team.
The resulting work is set to be pushed out in two stages later this year, initially launching in July followed by a second burst of activity in September.
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The Orange Panther Collective’s appointment will only last for the duration of the project at hand, with the Financial Times only appointing agencies on a project-by-project basis. Brooklyn Brothers had previously led its campaigns.
With media planning and buying set to be handled by EssenceMediacom, the work will be pushed out across TV, out-of-home, audio, social media and influencer marketing.
The small London firm has worked with the Financial Times in the past, having produced brand films for the news publication in both 2022 and 2023, as well as launching FT Live in 2023.
