Real thought
leadership

For brands with big ideas

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B2B content doesn’t have to be dry and unengaging.

B2B content doesn’t have to be dry and unengaging.

Your audience deserves better and so do you.

Real thought leadership enables brands to produce content that genuinely influences and inspires their audience. We believe that every B2B marketer should feel empowered to work on campaigns that make a real and lasting impact.

What we do

We help you to plan and deliver content campaigns that pass that test for Real Thought Leadership.

Real thought leadership...

Repositions your brand

Repositions your brand

Use provocative thinking to change the way audiences view your company.

Raises awareness

Raises awareness

Unveil profile-building content that increases share of voice and leads to stronger market share.

Ignites conversations

Ignites conversations

Present timely insight and inspire audiences to take action.

Builds relationships

Builds relationships

Strengthen relationships with existing clients and turn them into loyal advocates.

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Who we help

FT Longitude is part of the Financial Times Group. Our mission is to help brands reach the people who matter.

  • Accenture
  • Aecom
  • Aon
  • BNP Paribas
  • Citi
  • Cognizant
  • Credit Suisse
  • Dentsu Aegis Network
  • EY
  • Hitachi
  • Intrum
  • McKinsey & Company
  • NTT Data
  • Oracle
  • PwC
  • Radisson Hotel Group
  • Siemens
  • Simmons and Simmons
  • TCS
  • Verizon
  • Workday

Case Studies

Brand consideration campaign

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increase in brand consideration

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BRAND ADVOCACY CAMPAIGN

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of top clients engaged by key findings report and other content

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Brand Positioning Campaign

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pieces of key media coverage Europe-wide

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Brand Positioning Campaign

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Increase in brand perception

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Brand awareness campaign

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key articles in targeted local and international media

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Brand Awareness Campaign

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Increase in brand awareness

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How we do it

With the right blend of strategy, insight, campaigns and amplification, we help you to craft content that gets you noticed.

Set up for success

We work with you to understand your challenges — both internal and external — and help you to find the right solutions that address these issues and meet wider business objectives. Whether you’re looking to establish your brand in a new market, launch a new product or grow your client base, we help you to identify the right type of thought leadership and marketing strategy to achieve your goals.

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Find a better story

We know it’s not easy to come up with original ideas, creative editorial and strong insight, or to create a distinctive voice for you and your brand in a crowded content landscape. You need to tell a story and we’re here to help. The best content communicates complex ideas simply and powerfully and helps win hearts as well as minds with its creativity.

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Engage your audience

We help you to create distinctive campaigns, based on real-world data and insight. These campaigns will help you build lasting connections with your audiences, strengthen perceptions of you and your brand, and help you to stay front of mind as an industry leader.

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Reach the people who matter

As part of the Financial Times Group, we can help brands connect with influential business audiences around the world – digitally, in print and in live conferences and forums.

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Award-winning thought leadership

Here at FT Longitude, we’re all about big ideas – those that get our clients noticed and earn them the recognition they deserve. Winning awards makes our clients proud and makes us even prouder. Here are just a few of the industry awards our clients have been recognised for, as well as a few growth stories of our own.

Award-winning thought leadership

Our thinking

Financial Times strengthens B2B marketing and thought leadership expertise with full acquisition of FT Longitude

  • By Emily Taylor Gregory

23 June 2022 - The Financial Times has announced the completion of its full acquisition of Longitude, a specialist provider of thought leadership and content marketing services to a multinational corporate and institutional client base. Following…

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Steal the show: How thought leadership creates buzz at industry events

  • By Emily Taylor Gregory

In-person corporate events are back, and using them to launch fresh insights that get people talking about your company is a great way to put your brand back in the spotlight. Here, FT Longitude’…

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Latest campaigns and real thought leadership examples: Spring 2022

  • By Ben Harrison

From cybersecurity and digitalisation to people and the employee experience, recent thought leadership releases have covered a lot of ground. As always, below you will find inspiring examples of real thought leadership from FT Longitude…

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Q&A: How ROI creates award-winning thought leadership – in conversation with Peter Richards

  • By James Watson

At FT Longitude, we are all about real thought leadership: B2B content that inspires, informs and generates tangible results. This exclusive Q&A is part of a series of conversations with high-profile marketers…

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Forget-me-not: Why memory is the key to successful content

  • By Rob Mitchell

After several hard months, you’ve finally completed your thought leadership project. The ideas are compelling, the design is eye-catching and senior executives are enthusiastic about sharing it with the wider world. The launch…

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From survey to headline: Five newsworthy findings and the research questions behind them

  • By James Watson

It’s not always easy to find a compelling hook for B2B campaigns, but sometimes research helps us by producing newsworthy findings. So how do we design surveys that get results? Here, we look at…

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