Financial Times (FT) Live Digital and Performance Marketing Team
Following a comparative analysis, it was found that the in-house team was more effective than the external agency that originally supported them. Consequently, the team was restructured, in-housed, and made 100% responsible for executing strategic and measurable digital marketing campaigns across social media, SEO, programmatic, paid social, and search. Despite being small in number, the team has continuously leveraged data-driven insights, considered targeting, creative innovation, and optimization to drive significant growth across all key metrics and KPIs. The team has achieved remarkable results, including +226% conversions at a -56% CPA across 550+ paid media and 350+ social media campaigns. In 2022, the team generated 3,9M engagements and a total of 30K conversions with a 3x ROAS. The team's success can be attributed to a clear and defined overarching holistic digital strategy supported by individual channel strategies, a data-driven approach, onboarding new tools, launching new platforms/products, creative innovation, and automation. Despite the ongoing economic uncertainty, the team continues to deliver record-breaking performance, making them deserving of the best in-house agency award.