How The FT Plans to Turn Its Content Studio Into a Full-Service Agency
The Financial Times has big plans for expanding its content studio into a full-service agency.
Until now, it’s been adept at the delivery and distribution side of branded content, but not creative production. That’s all set to change with last month’s acquisition of content-marketing video specialist Alpha Grid. And, naturally for a paywalled publisher, much of the way forward lies in unlocking more subscriber data to help tailor its content.
Jon Slade, who was promoted to the new role of chief commercial officer two months ago, said cultivating the advertising department into a full-service agency and consultancy is a top priority. “We’re not just a vendor of pink or white space,” he told Digiday, referring to the newspaper’s signature salmon color.