BFT’s big agency talent works for regional organizations———at regional rates
BFT team members bring national and international major league experience to our clients’ businesses…from the gurus of our profession.
BFT International is a full service branding, marketing, advertising and communication agency. The company’s US headquarters is in Sarasota (Lakewood Ranch), Florida, with affiliates in Bangor (ME), New York (NY), San Francisco (CA), Seattle (WA), Evergreen (CO), Topeka (KS), London (UK), Ottawa (ON), Montreal (QC), Saint John (NB). The agency was founded in 1992 by a Young & Rubicam team.
In addition to being a ‘one-stop-shop’ for all categories of products and services, BFT International is the only marketing communication agency in the United States with a specialization in Aviation Marketing—covering legacy airlines; independent airlines; regional, national hub and international airports; aviation suppliers and dealerships; aircraft manufacturers, and FBOs.
The major brands we’re proud to have been associated with are the biggest marketers in the world:
While advertising agencies often position and brand their clients in respective marketplaces, they are invariably bad at positioning themselves in their own marketplace. So when BFT launched it undertook a long and self-evaluating review of exactly what the new agency could offer.
We came to the realization that we had listened to US marketers make sweeping assumptions about the UK believing that, because Britain and America ‘broadly’ speak the same language, both countries have pretty much the same values and perceptions. That can be true in some circumstances but mostly it is not. US brands were promoted differently in different US regions but when promoted abroad to English speaking nations that often did not happen. That was very odd as American brands were not usually promoted the same way they are in the US to a foreign-speaking audience in, say, Germany or Italy.
Therefore, BFT was launched as the agency that specialized in assisting US marketers to launch their products and services in the UK and Europe with (as was our claim) “as much confidence as they would have in America”. As this was 1992, BFT positioning itself in this way was exactly right for the era—US companies were buying UK companies and vice versa. This was a very successful positioning for BFT and no other UK agency took that market niche…or has since. We launched and assisted major US brands in the UK—for example, T. J. Maxx, United Artists Cable, and New England Tourism.
Much of our US client base was in New England and so, in 1998, BFT moved its headquarter’s office to Portland, Maine, and in 2014 we relocated to Sarasota, Florida.