Financial Times is launching sponsored content through a new branded unit

Sponsored content is coming to the Financial Times: FT is launching a new unit called FT Squared, which will bring together FT’s existing content marketing options with its new sponsored content. FT’s global advertising sales director Dominic Good says: “We’re launching Squared and paid posts to show advertisers we’re serious about content marketing. We’re not racing to predict that it will become 30+ percent of our revenues by a certain date, but it’s an important step forward.”