On 27th March 2009 a newly inaugurated President Obama granted his first interview with a global publication to Lionel Barber, editor of the Financial Times. The campaign draws on his remark from that interview:
“I read the Financial Times before other people read the Financial Times. Now it’s trendy and everybody carries around a Financial Times.”
The quote reaffirms the FT’s position as a must read publication for world leaders and senior business people worldwide who need to get a truly global view of business news.
Caroline Halliwell, Director of Brand & B2B Marketing at the Financial Times, comments: “President Obama telling us that he was an FT fan shortly after he took office demonstrates that some of the world’s most powerful people turn to us as a trusted source of news and analysis. We believe our new campaign will reach out to other time poor professionals seeking to stay on top of world and financial affairs.”
Sam Oliver, Creative Director DDB London says: "Obama has all of our trust right now. The fact that he trusts in The Financial Times says volumes about both its quality and its influence around the globe."