Open minds

“Sharp, provocative

and tinged with mischief”

FT Weekend


The Challenge

How to rise above the cluttered agenda-led culture of daily news to help FT Weekend engage open minds globally?

The platform

In our very first campaign for Financial Times, we launched a new global brand campaign for FT Weekend. ‘Open Minds’, inspired by the publication’s colourful and provocative editorial content, aimed to encourage stronger engagement with FT Weekend from the FT’s core business audience, while attracting entirely new readers to its world-class arts, culture and lifestyle offering.

The response

In only three months the campaign delivered a 900% increase in conversions vs 2016/17 FT Weekend campaign which ran for a year.


  • 60 K


  • 65 K

    Page views

  • 900 %

    Increase in