Financial Times Appoints New Commercial Arts as Lead Creative Agency
New Commercial Arts to spearhead global brand and subscription campaigns as the Financial Times enters a new era of creative and audience growth.
The Financial Times (FT) has appointed New Commercial Arts (NCA) as its new lead creative agency following a competitive global review. The appointment signals a decisive shift towards a long-term, strategic creative partnership designed to strengthen the FT’s brand marketing and subscription growth worldwide.
Under the new remit, NCA will lead the development of a global creative platform for the FT, building on its reputation as a trusted source of independent, authoritative journalism. The move marks a return to the kind of bold, high-profile advertising campaigns that characterised the FT’s “glory years,” while adapting to today’s fast-changing media environment.
A Pivotal Moment for the FT
The announcement comes as the Financial Times continues to expand its global digital subscriber base, now surpassing 1.3 million. With an overwhelming majority of readers accessing content digitally, the FT is placing creative excellence at the centre of its marketing strategy to deepen engagement, broaden its audience, and reinforce its premium brand positioning.
“We are delighted to be working with New Commercial Arts. The year ahead will be an important one for the FT. The news media ecosystem is going through a period of unprecedented upheaval, but there has never been a greater need for authentic, authoritative journalism. This partnership will ensure the FT communicates its unique value in the strongest possible way.”
Graham MacFadyen, Consumer Marketing Director at the Financial Times
Hannah White, Chief Executive at New Commercial Arts, said:
“The FT is a brand creative agencies dream of working with. It is a privilege to be appointed, especially at a time when unbiased journalism and in-depth research are so vital in society. We cannot wait to get started.”
Creative and Media Strategy in Alignment
The partnership with NCA follows the FT’s recent appointment of the7stars as its global media agency earlier this year. Together, these decisions represent a new era of integration between creative and media strategy for the FT, designed to maximise impact and consistency across all markets.
The FT’s leadership transition, with Jon Slade taking on the role of Chief Executive Officer in July 2025, has also underscored the organisation’s commitment to aligning commercial and editorial strengths during this next phase of growth.
Looking Ahead
With NCA at the creative helm, the Financial Times is aiming to deliver impactful, globally consistent campaigns that reinforce its status as the world’s leading business and financial news brand. The collaboration is expected to begin rolling out across markets later this year, with campaigns focused on the FT’s unique combination of independence, authority, and insight.
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