The Financial Times is one of the world’s leading news organisations, recognised internationally for its authority, integrity and accuracy.
Project
The Financial Times wanted to review all aspects of its marketing communications (media, content, process and technology) across all its markets globally to ensure that it is maximising top and bottom line growth for the business.
Included in scope was in-house vs agency management of technology, digital supply chain vendors, creative / production, processes, resourcing and the model for engaging with local markets.
Outputs
Introducing to the business a consumer-centric marketing model to maximise the overall impact of marketing across the teams
Evolving how the business measures ROI for marketing communication, including recommendations on attribution and econometrics
Deploying the operating model between central and local markets further in order to maximise agility, cultural relevance and growth opportunities
Working through the plan of what should be outsourced and what taken in house across media and creative / production.
Executing a solution to maximise the monetisation of inventory across the marketing and sales teams
Developing a capability programme across marketing and ad sales to deepen shared learnings and expertise between the teams
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