Financieel Dagblad, our Dutch version of the Financial Times, has a campaign called “Who follows. Leads.” Great insight by my Dawn colleagues, pointing out that decisionmakers need to be well-informed about a wide range of topics to set the right course. It shows the FD is far more than a financial publication, showcasing its coverage of all things cultural, political, scientific and popular. For us, that means predicting what will dominate the news ahead of time to make a campaign that captures the zeitgeist.