The Financial Times has called for better capitalism in The New Agenda, the newspaper's first major brand campaign since 2008.

To mark the occasion, The Financial Times scrapped its paywall for September 18, while also distributing its print edition wrapped in its new campaign cover.

Headlined as Capitalism: Time for a Reset the discussion will concentrate on the pursuit of profit and how to promote a broader sense of corporate purpose. The Financial Times aims to challenge leaders in the boardroom and beyond to safeguard the future of free enterprise and wealth creation by pursuing profit with purpose.

The New Agenda campaign will also be manifested in branded events, field marketing, through partnerships and sponsorships, and other communications.

To introduce the new concept, editor Lionel Barber said: "The liberal capitalist model has delivered peace, prosperity and technological progress for the past 50 years, dramatically reducing poverty and raising living standards throughout the world." "But, in the decade since the global financial crisis, the model has come under strain, particularly the focus on maximizing profits and shareholder value. These principles of good business are necessary but not sufficient. It's time for a reset," he continued.

The campaign is entirely content-driven. Through a series of incentives and articles, audiences will be encouraged to consider the implications of great economic and societal change, including the ethics of investing, the potential risks of high technologies, and the future of the corporation itself.

Finola McDonnell, FT's chief communications and marketing officer, said: "Our readers want a guide to the risks and opportunities that disruption brings. But they also want to be challenged: The FT has the authority and credibility to ask fundamental questions of business and, with this campaign, we are highlighting the choices that will determine the future of the economic order, reflecting what we do every day through our unrivalled journalism."

To Read A Sample Of The New Agenda Content Click Here