The Times: Driving transformation through conversation

"We changed a lot of our language off the back of the analysis... We haven't changed the paper, we haven't become cheaper, we changed our creative and the way we talk to our audience".

Marketing Week interviews Verbalisation client Catherine Newman, CMO of The Times News Limited, on the transformational growth achieved through the new verbal strategy and creative informed by deep audience psychology. Results included:

• Subscriptions up +236% this financial year vs. last.
• Lowest churn achieved in history (post-Brexit).
• Save rates improved by 8% on call centres.
• Highest level of internal alignment with transformational impact across business (from subs and brand to campaigns and Times +).