TitlePrince Philip
Campaign Jubilee
Advertiser Times Newspapers Ltd.
Brand The Times

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Date of First Broadcast/Publication Subscribers Only
Business SectorSubscribers Only
Type Print
Executive Creative Director Jo.....an B...ey Subscribers Only
Art Director A...ei B....tz Subscribers Only
Account Director W..l Le.....er Subscribers Only
Agency Producer E...y S...h Subscribers Only

About CHI&Partners

In 2001 Clemmow Hornby Inge set out to change the rules and create a new model agency founded on producing Big Ideas for Ambitious Brands and then bringing them to life across all media. It worked.

CHI&Partners are now the UK’s leading independent full service agency. We offer fully integrated marketing solutions with a broad, eclectic mix of practitioners who develop media-neutral ideas and execute them in the most appropriate channels. It’s one seamless team of people who are both specialists and generalists - expert in their respective communication disciplines, but fluent in them all. Our specialisms cover everything from advertising to digital to direct to design to point of sale and media buying & planning - all under one roof.

At the heart of our success is a unique process designed to find those Big Ideas. We created it, developed it over time and it now forms the core of the agency and our manifesto for the future. In a nutshell: As people stop watching traditional advertising and start interacting with media, brand communications that fail to get consumer participation are increasingly wasted. This means our clients need big ideas for their brands that are so powerful, so entertaining, or so useful that people won’t skip past – in fact they will pass them on to others. This means understanding new consumer behaviours. It means going beyond engagement – to the facilitation of brand participation. To achieve this all communications disciplines need to work together, not in silos. The consumer is our partner, not our target. Instead of ‘advertising in’, it needs to be ‘product out’ – getting consumer participation with the brand at all touchpoints, and almost certainly these days putting digital at the heart of the communication. This is how we work at CHI&Partners. We don’t just advertise our clients’ brands – we get them talked about and interacted with - unleashing the power of participation.

Latest News


The Sunday Times yesterday revealed its annual Rich List campaign, ‘Fortunes Told’, which draws on a fortune-telling theme to celebrate this year’s definitive guide to the UK’s wealthiest individuals.

The campaign, which was created by CHI&Partners, borrows from the distinctive visual style of traditional 19th Century Tarot Cards to tell the stories of how the nation’s highest earners have made their fortunes.

Running across print and digital media, ‘Fortunes Told’ features stars and business personalities including Adele, the Beckhams, Simon Cowell, One Direction, J. K. Rowling, Rory McIlroy and Richard Branson, as some of the most prominent names in The Sunday Times’ annual Rich List supplement.

PR and communications for the Rich List will be managed by tpf for the fourth consecutive year.

The campaign uses titles from traditional Tarot Cards to depict stars including Adele as ‘The Empress’, Simon Cowell as ‘Judgement’, celebrating his ‘X Factor’ success, while J. K. Rowling appears as ‘The Queen of Wands’ in a nod to her Harry Potter legacy.

Richard Branson’s fortune is depicted using a set of four cards to illustrate the success of his Virgin empire: ‘The King of Discs’, ‘The Chariot’, ‘The Sun’ and ‘The Moon’.

Similarly, the Beckhams appear as ‘The Devil’, ‘The Star’, ‘The Lovers’ and ‘The World’, symbolising how they have increased their fame and fortune both as a couple and as individuals.

Catherine Newman, Marketing & Sales Director at The Times and The Sunday Times, said: “As ever, the launch of our annual Rich List campaign is a significant moment for The Sunday Times, signifying as it does the arrival of one of the crown jewels of our editorial calendar. The tarot card creative enables us to tell a story about some of the list’s most famous names from a different perspective, taking a fresh approach to the theme of fortune.”

Micky Tudor, Deputy Executive Creative Director at CHI&Partners, said: “The Sunday Times’ annual Rich List campaign is one of the UK’s most consistently celebrated creative campaigns, and we’re so proud to be working on it again. We’re equally proud of the work, which captures the legacies of some of the nation’s best-known personalities in a strikingly memorable way, reimagining the definition of fortune.”

The eagerly anticipated Rich List is the definitive guide to the wealth of individuals and families in Britain and Ireland, and requires extensive research, cross-referencing and checking. It exemplifies News UK’s rich heritage and commitment to investing in its journalism to continue offering readers of its papers world-class, unique and unrivalled content.

Launched in 1989 featuring the top 200 wealthiest people in the country, the list has grown to cover the top 1,000 and 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 music and sport, as well as the Giving List – people making the biggest donations to charity as a proportion of their wealth. 

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