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A Work of Substance

financial times

“shape your knowledge” was a yearlong integrated campaign directed at educating key media buyers and media planners throughout asia pacific.

the objective was to drive awareness and educate media buyers on identifying the financial time’s readership and profiles. a seamless campaign was created by sending a bonsai tree to key media buyers with an online media kit showcasing newsfeed, widgets on readership profiles and case studies on the financial times. to recapture their attention, a care package was sent 6 months later to convey the bonsai’s relation to the brand’s trust, integrity and wisdom.

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Direct Mailing

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Advertising

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Digital

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