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. Looking for a new guide to drive innovation and change? The Talent Show is a new podcast series from FT Talent, a hub of innovation from the Financial Times. Hosted by under 30s for under 30s around the world. Each episode we have important conversations for you and with you. We speak to experts in different fields, and bring you in to ask them your burning questions and delve deep into the topics that really matter to the younger generation today, find inspiring tips, analyse trends and bridge generational gaps. And we didn't just rely on our own curiosity - we invite our audience of bright students and early career professionals from all over the world to ask questions directly to our guests. The FT Talent Challenge is a competition from the Financial Times that invites bright young talent from all over the world to pitch solutions aimed at solving our most pressing business challenges. This podcast gives you a taste of the creative, educational and entrepreneurial atmosphere at FT Talent Challenges. FT Talent is a commercial division of the Financial Times. The FT Newsroom is not involved in its production. Our GDPR privacy policy was updated on August 8, 2022. Visit acast.com/privacy for more information. Subscribe to our Youtube channel: http://bit.ly/3X1kwkk Visit our website: http://bit.ly/3wUut8J Follow us on social media: Instagram: http://bit.ly/3X1N65f LinkedIn: http://bit.ly/3E6k9yv Hosted on Acast. See acast.com/privacy for more information.