The New Agenda is the FT’s brand platform. Launched in 2019, its principles signify our journalistic leadership on crucial global trends and themes.
It recognises that we live in a time of severe disruption and fragmentation - but that we have a unique opportunity to make things better by standing up for free enterprise and wealth creation, holding the powerful to account, and empowering responsible leadership.
The New Agenda positions the FT as a trusted, independent guide to a fragmented world; essential for the ambitious, the curious and the champion of better business.
The FT launches its ‘Make sense of it all' brand campaign. It recognises the worldwide uncertainty caused by conflict, energy prices, inflation and climate change.
The creative work highlights how the FT’s unique insights can help readers understand how stories are connected and act on wider implications.
As the world emerges from the height of the pandemic, the FT’s ‘Letters to this new World’ campaign encourages public reflection on life before and after and voices some of the lessons learned.
The content-led campaign features a series of hard-hitting open letters addressing themes like climate change, the world of work, digital finance and global inequality. FT journalists including Martin Wolf, Gillian Tett, Pilita Clark, John Burn-Murdoch, Sarah O’Connor and Paul Murphy contribute.
We are at an inflection point, and the FT is positioned to encourage and lead debate about what comes next.
, CCMO, Financial Times
In the midst of the global pandemic, the FT calls on readers to step up and pave the way from crisis to recovery.
Launching with the line, Lead without example, the campaign challenges business leaders and policymakers to enter uncharted territory and create the conditions for a sustainable and responsible recovery in the aftermath of Covid-19.
The New Agenda positions the FT at the forefront of debate about the disruption of established corporate and economic models and what should come next.
Launching with the provocative line, Capitalism: time for a reset, it encourages business leaders to find opportunity in the new normal and promote stronger corporate purpose.
The liberal capitalist model has delivered peace, prosperity and technological progress for the past 50 years, dramatically reducing poverty and raising living standards throughout the world. But, in the decade since the global financial crisis, the model has come under strain, particularly the focus on maximising profits and shareholder value. These principles of good business are necessary but not sufficient. It’s time for a reset.
