The Financial Times team has been able to make the most of 2016’s unpredictable news events and changing global world order, because its brand campaigns and integrated communications were editorially driven. The team can react immediately with creative output to events like the EU referendum. The 20-strong Communications and Brand Team covers internal and external promotions, and has people in London, New York, Hong Kong and Manila. Timely and relevant, the team’s work complements the news product it is promoting. One of the highlights of the year saw the the relaunch of FT.com. The brand team designed a video for internal and external use across email, social media and on the website. The campaign led to a 30% rise in reader engagement for the website.