Financial Times Buys Thought Leadership Strategist

The UK's Financial Times has acquired a controlling stake in thought leadership strategist and research provider Longitude, for an undisclosed sum.

Longitude's product offering spans three areas: research - encompassing surveys, interview programmes, data modelling and desk research; advisory - helping clients plan and execute thought leadership campaigns; and content - production of multi-format editorial, blogs, infographics and other elements for those campaigns. Financial Times CEO John Ridding says there is a 'natural synergy' between the two businesses, and aligning Longitude's expertise with the FT's global audience and distribution will be of great benefit for commercial clients.

The Longitude team of 33 will remain in its London office this year and move into the Financial Times' new headquarters, Bracken House, in early 2019. Longitude CEO Rob Mitchell (pictured) adds: 'This deal creates a powerful new offering for our combined multinational client base. We are very excited about the potential for our growth and look forward to collaborating with the Financial Times' commercial and events teams to expand this business both in the UK and internationally'.

Web sites: www.ft.com and www.longitude.co.uk .