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Sunday Times' 2013 Rich List Campaign



Grey London charts financial fortunes of celebrities

Sunday Times' 2013 Rich List Campaign


This year’s Sunday Times Rich List will be published on Sunday, April 21. The 2013 supplement – the definitive guide to the nation’s wealth – will be a special 25th anniversary edition.
The list, which launched in 1989 featuring the top 200 wealthiest people in the country, has grown to cover the top 1,000. The supplement is now one of the biggest sales drivers of the year for The Sunday Times. The newspaper has expanded the reach of the list to cover the richest people in areas including sport and music, as well as the Giving List – people making the biggest donations to charity as a proportion of their wealth.
This year the launch of the Rich List will be supported by a marketing and communications campaign that spans radio, outdoor, in-paper advertising, online, print and POS, as well as PR and social media.
The advertising creative for the 2013 Rich List charts the fortunes of some of the famous names to have featured on the list since its inception. Celebrities including Paul McCartney and Alan Sugar are depicted in bar graphs which measure their wealth as reported in the Rich List over the years.
The special 25th anniversary edition will be marked with a series of additional lists running in The Times and The Sunday Times in the week after publication. The line-up includes husbands and wives, politicians, and geeks, and culminates with The Sunday Times Sport Rich List on Sunday, April 28.
The eagerly anticipated Rich List is the definitive guide to individual wealth in the UK and requires extensive research, cross-referencing and checking. It exemplifies News International’s rich heritage and commitment to investing in its journalism to continue offering readers of its papers world-class, unique and unrivalled content.
Commenting on the 25th anniversary edition of the Sunday Times Rich List, Suzi Watford, Marketing Director, The Times and The Sunday Times, said: “The release of The Sunday Times Rich List is highly anticipated each year, and is frequently one of our biggest selling issues. Wealth is increasingly a focus of public and political debate, and we’re looking forward to adding to the discussion when we reveal Britain’s 1,000 richest people for 2013.”
Mike Darcey, Chief Executive, NI Group added: “The Rich List is a perfect example of the value and quality The Sunday Times delivers – world class, unique content based on detailed research, insight and expertise. The fact the supplement is entering its 25th year is testament to NI Group’s continued commitment to in-depth and unrivalled journalism.”
Last year’s Rich List saw steel magnate Lakshmi Mittal and family in first place with an estimated fortune of £12.7billion, staying top despite a fall of nearly £5billion from the previous year. In second place was Arsenal shareholder Alisher Usmanov (£12.3billion), followed by Chelsea owner Roman Abramovich (£9.5billion). The highest ranked Briton on the list was The Duke of Westminster, owner of a vast property empire, who placed seventh with £7.4billion.
Agency: Grey London
Creative Director: Dave Monk
Creative team: Pauline Ashford & Mike Kennedy
Business Director: Tamsine Foggin
Account Director: Clare Anderson
Account Manager: Albert Ponnelle
Creative Producer: Shaun Musgrove
Junior Creative Producer: Oliver Roberts
Global planner: Matt Gladstone
Planner: Hamish Cameron
Retoucher: Tom Fryer
News International
Head of Marketing Communications: Nick Stringer
Marketing Director: Suzi Watford
Account Director: Michelle Pagliarulo
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