FT’s plan for expanding its content studio into a full-service agency: Making better use of subscription data

After establishing its content-marketing studio FT Squared nearly a year ago, the Financial Times has plans to turn the studio into a full-service agency. With the acquisition of content-marketing video specialist Alpha Grid, it’s looking to improve its creative production. And for a paywalled publisher, a major part of its expansion plans include making better use of its subscription data. Chief commercial officer Jon Slade explains: “The data we yield from the analytics that powers our subscription business is as applicable for own subscription business as it is to our own clients’ ad businesses. My job is to pull all those threads together into a coherent offering for our clients.”