Biting the hand that feeds you: How brand thinking and bold creative helped The Times and The Sunday Times profit from political chaos

The Times and The Sunday Times, British newspaper brands, presented themselves as the antidote to the chaos of politics in the UK during the Brexit process by launching a campaign that turned the House of Commons into a zoo.

Executive Summary

Biting the hand that feeds you is generally not a strategy for success. But securing the future of a 235-year-old institution required radical thinking.

In the digital era, The Times and The Sunday Times are at a natural disadvantage. We have a hard paywall, we're next to invisible in search, and our competitors give away their content for free. To grow, we had to restate our relevance to the world, and convince people that our journalism was worth paying for.

So we sharpened our focus and capitalised on our context. The Brexit process, in full, furious flow, was...

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