Turning uncertainty
into understanding.
Brand: Financial TimesProject: Lead Without ExampleRole: CD + CreativeAgency: The Brooklyn Brothers
Brand: FTProject: Lead Without Example
As the pandemic took hold, the world turned to its leaders — but who could they turn to? In this unprecedented moment, there was no history to learn from or rule book to follow; it was about listening, adapting, and trusting your sources. Working closely with the FT’s in-house team, we launched this campaign over a single weekend, on a shoestring budget and with countless calls to governments worldwide. The result: declining subscriptions reversed, and new audiences began to grow.