Index company FTSE is embarking on a global advertising campaign in a bid to promote the brand as the ‘definitive benchmark'.
The firm says the drive, which will use the strapline ‘FTSE: It’s how the world says index’, is to “spread the word that FTSE stands for a great deal more than the FTSE 100” – the company’s best known product.
The adverts, created by financial services agency Fin International, feature blurbs which intend to highlight the increasing interest in specialised indices. One such blurb reads: ‘The FTSE I want to invest more intelligently index’.
Andrew Buckley, FTSE executive director, marketing, says: “This will really help us in moving perceptions of FTSE from being seen as an index data vendor to being regarded as a provider of index-based investment solutions”.
Adam Fairbrother, Fin International strategic consultant, adds: “Our creative team has hit on what we believe is a highly memorable concept that will help raise FTSE’s brand awareness significantly.
“It should connect with a broad segment of the global audience we want to reach. It’s bold, innovative, and yet simple, and will allow FTSE to stand out in the crowded, highly competitive field of B2B financial services."
FTSE was founded 11 years ago by the Financial Times and The London Stock Exchange. There is now around $2.5 trillion of assets under management using FTSE indices.
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