Wunderman Thompson UK launches first campaign ‘Boss it’ for Sage following appointment as lead creative and digital agency

Following a competitive pitch, handled by the AAR, Wunderman Thompson UK has become the lead creative  and digital agency for Sage (LON: SGE) and launched the pitch winning idea ‘Boss it’ just a month later. 

Sage is one of the UK’s largest listed technology companies, supporting more than one million businesses across the UK with technology that helps them to be compliant, stay organised, get paid fast, gain full visibility of cash flow, and engage their employees.  Wunderman Thompson was challenged by Sage to deliver integrated campaigns that inspire the nation’s small businesses to be ambitious and confident; safe in the knowledge that they have the right technology at their fingertips.

‘Boss it’ is founded on the insight that small business owners want control. They want to be their own boss and feel the power over their life and destiny. And in today’s world a boss can be anyone.  From a guy running an accountancy business, to a young woman winning on Etsy, to a teenager inventing the next tech must-have. Small businesses are the heroes of the campaign, demonstrating that despite macro-economic headwinds, there is an army of entrepreneurs tackling businesses challenges with confidence and expertise, thanks to Sage.

‘Boss it’ oozes confidence and a knowing, playful attitude whilst celebrating the attributions that make an everyday boss. The campaign is now live across TV, OOH, DOOH, print, radio and social media including TikTok. 

Gregg Heard, VP, Brand at Sage says: “We have a responsibility to the UK’s small businesses to be bold and inspiring in how we communicate to them.  We therefore need a partner to deliver strong strategic thinking, inspiring creative and true depth of expertise in digital and data. From the offset Wunderman Thompson demonstrated a real craft in bringing together all aspects of our business into a connected journey that we believe will inspire an army of small businesses owners.”

 Matt Steward, Chief Client Officer at Wunderman Thompson UK says: “Sage is an incredibly ambitious business and we’re delighted to be partnering with them to help them on their mission to serve small businesses. Since pitch we’ve developed and honed the work to deliver bold, standout creative that spans the entire customer experience.”

Jo Wallace, Creative Director at Wunderman Thompson UK concluded, “This is work we are all incredibly proud of. Dare I say, the whole team Bossed It.”


Chief Creative Officer: Steve Aldridge

Creative Director: Jo Wallace

Creatives: Lucy Harrison, Emma Gallagher

Chief Client Officer: Matt Steward 

Business Director: Rafael Freitas 

Senior Account Director: Jack Verlander

Account Manager: Anjalee Salter

Strategy Director: Martin Harrison

Strategist: Pierce Calnan

Producer: Rachael Long, Liberty Willison

Head of Project Management: Paul Johnson 

Project Manager: Peter Horrocks

Digital Producer: Julian Poole  

Designer: Guy Sexty, Jacqui Stecher, Dee Williams, Shafi Parwani 

CX Partner: Tom Belt 

Experience Designer: Joseph Daborn, Bethan McGrath 

Source: Wunderman Thompson

You must be logged in to post a comment Login