The initiative will demonstrate advertising’s economic impact and wider contribution to communities and growth across the UK
London, 5 February 2026: Andria Vidler, President of the Advertising Association (AA), on stage at LEAD, the Advertising Industry Summit, has just announced a new strategic partnership with Times Media to launch ‘The Success Files’. This ambitious long-term initiative is designed to bring the macro-economic data of the landmark Advertising Pays 25 report to life, demonstrating how advertising helps businesses across the whole of the UK to innovate, compete, grow market share, and create jobs.
By leveraging the authority and reach of Times Media, the Success Files will focus on individual stories of businesses of different sizes across a range of sectors, delivering a consistent message about advertising’s contribution to economic growth. The Success Files will differ from traditional case studies by measuring success through metrics that matter to society at large, such as jobs created, investment secured, export markets conquered, and local communities benefited. There is a specific focus on highlighting business growth success outside London, where the Advertising Pays 25 report found that 60% of the advertising workforce is now based.
Announcing the partnership in her welcoming address at LEAD this morning, Andria Vidler, said: “Through Advertising Pays: The Success Files, we will surface brilliant individual stories that demonstrate how important advertising is to achieving UK growth. And today, I am really pleased to announce a strategic media partnership between Times Media and the Advertising Association for The Success Files. The peerless business journalism across The Times, The Sunday Times and Times Radio make them the ideal partner for this project. We will be showcasing growth stories fuelled by advertising to ensure that policymakers and the wider business community are left in no doubt about the importance of our industry.”
Caroline Tredget, Times Media Commercial Director, added: “Every day, across The Times, The Sunday Times and Times Radio, we see the benefit of advertising to power growth in businesses from start-ups to multinationals. It’s a pleasure to be partnering with the Advertising Association in their centenary year to shine a light on stories that make the irrefutable case that advertising pays.”
The Advertising Association is currently seeking authentic case studies from across the UK business landscape to feature in this initiative. Brands – ranging from large corporations to SMEs and creators – that have used advertising to transform their business outlook or support their local communities are encouraged to participate. To discuss featuring your brand or campaign in The Success Files, please contact communications@adassoc.org.uk.
