Top 20 slogans

It’s the epitome of the copywriter’s art. We celebrate phrasemaking with this selection of our favourite slogans and the writers who came up with them. We’ve tried to acknowledge different approaches to writing a great slogan, as well as mixing the commercial with the political.

09: The Independent (1986) – Arden/Mellors, Saatchi & Saatchi

In 1986, Paul Arden and Tim Mellors led the team at Saatchi & Saatchi responsible for creating the campaign for the first broadsheet newspaper launch in the UK for 112 years. The idea had come from a group of journalists, including founder Andreas Whittam-Smith, who were dissatisfied with Fleet Street’s apparent lack of an independent […]