London-based independent the7stars bags global media account for Financial Times

The Financial Times has concluded its global media review and appointed independent media agency London-headquartered the7stars as its new media agency.

The7stars’ remit covering various markets including the UK and the US will be to support the FT’s long-term strategic vision and growth ambitions, such as expanding the brand’s global base of paying subscribers and building its brand in an increasingly competitive media landscape.

Fiona Spooner, managing director of consumer revenue at the FT, credited the7stars’ method of collaboration as a key element in the agency’s selection.

She said, “We are excited to partner with the7stars. They bring fresh ideas and collaborative ways of working that challenges convention. Importantly, they share our ambition and values and have already identified compelling opportunities to explore together. This partnership will be critical to ensuring the FT’s marketing remains bold, data-informed and creatively excellent.”

The7stars’ appointment concludes the FT’s relationship with WPP agency EssenceMediacom. EssenceMediacom took over management of the FT’s media account last year following the dissolution of its sister agency EssenceMediacom X.

EssenceMediacom X's relationship with the FT dated back to 2014, when it won the account as Essence prior to its acquisition by WPP.

Essence successfully defended the account in a competitive pitch in 2019 and in 2022, the same year WPP decided to merge Essence with MediaCom, it retained the account a second time and expanded its remit to take on full media management.

Katrina Broster, marketing performance and technology director at the FT, said, “It has been a privilege to work with EssenceMediacom over the years; together, we’ve navigated significant industry change and driven consistent performance. As we look ahead to an ambitious future, we’re excited to appoint the7Stars as our new agency. They impressed us with their compelling vision, proven expertise, and an innovative approach to media, and we’re confident they are the right agency to help us deliver on our global growth goals.”

The review, which kicked off in March, was handled by Ingenuity+.

The FT’s transition to the7stars will begin this month with a full handover planned for the summer.

Vicky Crouch-Marlow, client planning partner at the7stars said, “We are really excited to start working with the Financial Times. This is more than a new chapter—it's an opportunity to collaborate with a brand that has set the standard for insightful, impactful and quality journalism in the world of business and beyond.”

Earlier this year, the Financial Times Group appointed Jon Slade, its current chief commercial officer, as incoming chief executive, starting in June.

Last year the FT appointed the Orange Panther Collective to develop a global audience acquisition campaign.