The Sunday Times has published its largest edition of The Rich List to date, revealing the personal fortunes of the 1,000 wealthiest people in Britain and Northern Ireland. The 29th annual edition - the definitive guide to UK wealth - is a 160-page special issue of The Sunday Times Magazine, with a fully searchable digital edition at thesundaytimes.co.uk/richlist.
This year’s advertising campaign is created by Pulse, News UK’s creative agency, and features celebrities and entrepreneurs riding a rodeo bull, depicting whether they have clung on to or lost control of their fortunes in this turbulent year.

In two of the images, Adele and Elton John remain in control of the bull, while Philip Green is thrown off after the collapse in his wealth following the BHS scandal - a story broken by The Sunday Times. The campaign follows last year’s award-winning Tarot card execution that recently picked up two D&AD Pencil Awards.

An innovative new addition this year is the inclusion of the “Alternative Rich List” - a 16-page supplement within the Rich List produced by Bridge Studio, News UK’s branded content division, in partnership with ŠKODA. This celebrates individuals that lead extraordinary lives to demonstrate that there is more to life than money. The six-figure campaign will run across thetimes.co.uk, talkRADIO and Unruly’s video distribution platform and supports ŠKODA’s ‘Driven by something different’ slogan.

Robert Watts, compiler of The Sunday Times Rich List 2017, said:

Our biggest Rich List yet lays bare how the fortunes of Britain’s richest 1,000 people have fared amid the astonishing events of the past 12 months - while many of us worried about Brexit, others just kept calm and carried on making billions. Yet this year’s list is more diverse than before with more women, more ethnic diversity and entrants ranging from hedge-fund managers to egg farmers and pet-food makers.”

Catherine Newman, chief marketing officer for The Times and The Sunday Times said:

The Sunday Times Rich List is one of our most hotly anticipated supplements of the year. The inventive creative execution that dramatises the performance of those on the Rich List follows last year’s award winning Tarot card campaign and is designed to create excitement in advance of publication this Sunday.”

Kirsten Stagg, Head of Marketing for ŠKODA UK:

We wanted to create an Alternative Rich List that challenges what wealth really is, in turn underwriting our ‘Driven by something different’ mantra. News UK’s Bridge Studio was the perfect partner to bring this campaign to life and help us reach The Sunday Times’ engaged audience.”