Brief

How do you develop a strapline for a paper that had become a British icon? The Sunday Times had introduced the American system of a multi-supplement Sunday quality paper, and wanted this synthesised into a single line, a brand rallying call.

Solution

One line.

Result

The line is now a part of the newspaper itself, used in all communications. It's survived 18 years, and multiple changes of agency - with millions in marketing spend behind it each year. The Sunday Times is still Number One. (And oh, how I wish I was getting a usage fee!)