40. How to lead Communications in different markets for a Media business, with Finola McDonnell

In this insightful conversation, Virginia Stagni engages in a thought-provoking dialogue with Finola McDonnell, the Chief Communication and Marketing Officer at the Financial Times. McDonnell provides a deep dive into the intricacies of managing a multifaceted brand like the FT, discussing the delicate balance of amplifying journalistic highlights while ensuring all business sections receive due attention. She underscores the importance of diplomacy in managing internal relationships, a daily challenge in her role.

McDonnell addresses the FT's efforts to appeal to a more diverse audience, particularly women. She discusses the deliberate strategies employed to make the FT's journalism more appealing to women, from ensuring female representation in quotes and photographs to creating content that resonates with women.

The dialogue further explores the nuances of communicating in different markets. McDonnell shares her experiences in adapting the FT's brand work, from engaging new generations in the UK to building awareness in the US. She also touches on the cultural differences in communication styles, using Japan and the US as examples, seeking to make every campaign unique and interesting.

The episode concludes with McDonnell offering invaluable career advice, encouraging young professionals to be proactive, resilient, and seize opportunities. She also reflects on the FT's distinctive salmon pink colour, a unique symbol of its identity in the digital age. 

This episode is packed with valuable insights for those passionate about media, communication, and career development.

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