THE TIMES REAFFIRMS ITS ROLE AS A TRUSTED GUIDE AMID GLOBAL UNCERTAINTY

The Times and Sunday Times have launched the second phase of their ‘Times change. The Times remains’ campaign, created by MOSAIC, addressing global uncertainty and misinformation. The initiative reinforces the publications’ commitment to independent, authoritative journalism across platforms, helping audiences better understand an increasingly complex world.  

At a moment when global events feel increasingly volatile and the pace of change appears relentless, The Times and The Sunday Times have returned to a platform that speaks directly to the anxieties of the present age. The second iteration of the ‘Times change. The Times remains’ campaign has been launched as a response to widespread uncertainty, positioning journalism not merely as a chronicler of events but as a vital compass for readers seeking clarity amid complexity.

Created by creative agency MOSAIC, the campaign reflects a world shaped by overlapping crises and competing narratives, where misinformation often travels faster than verified facts. Against this backdrop, the renewed platform underscores the enduring role of trusted journalism in helping audiences make sense of what is really happening. Rather than attempting to simplify the world’s problems, the campaign acknowledges their scale and ambiguity, while reinforcing The Times and Sunday Times’ commitment to independent, authoritative reporting as a stabilising force.

The creative idea builds on the emotional truth that many readers feel today: that the future no longer appears linear or predictable. Political instability, economic pressures, technological disruption and global conflicts have collectively contributed to a sense that long-held assumptions are being rewritten. ‘Times change. The Times remains’ taps into this shared experience, suggesting that while circumstances evolve, the values underpinning rigorous journalism remain constant. In doing so, it positions The Times and Sunday Times as institutions that adapt to new realities without compromising on editorial standards.

For Times Media, the campaign is also a statement of intent as the organisation enters 2026. Tracy Yaverbaun, general manager of Times Media, emphasised that the strength of the brands lies in their longstanding reputation for independence and authority. That reputation was formally recognised in 2025, when The Times and Sunday Times were named News Organisation of the Year by the Media Freedom Awards, The Press Awards and the London Press Club. These accolades serve not only as validation of past work but as a benchmark for future investment in journalism.

Yaverbaun noted that the renewed platform reflects a continued commitment to serving audiences wherever they choose to engage. As media consumption habits fragment across devices and formats, The Times and Sunday Times are positioning themselves as omnipresent yet consistent, delivering reporting online, through mobile apps, in print, on video, across social platforms and via Times Radio. The campaign mirrors this multi-platform approach, ensuring that its message reaches readers and listeners in the spaces they already occupy.

At its core, the campaign argues that quality journalism is not defined by format but by intent and execution. Whether encountered on a smartphone screen or heard on the radio, the reporting promises the same depth, verification and editorial judgement. In an era where speed often takes precedence over substance, the platform highlights the discipline of slowing down, interrogating facts and providing context. This emphasis resonates strongly at a time when audiences are increasingly sceptical of information sources and fatigued by the constant churn of breaking news.

Russell Ramsey, executive creative director at MOSAIC, described the campaign as an attempt to translate the prevailing mood of uncertainty into a compelling narrative. Rather than presenting journalism as distant or institutional, the creative approach places it firmly within the lived experience of readers. By acknowledging confusion and doubt, the campaign avoids platitudes and instead demonstrates how The Times and Sunday Times cut through noise and misinformation. The message is not that the world is simple, but that it is understandable when approached with rigour and responsibility.

The collaboration between MOSAIC and The Times and Sunday Times’ in-house marketing team reflects a shared understanding of both the brands’ heritage and the demands of contemporary media. The execution spans video on demand, radio, out-of-home placements and social media, ensuring high visibility across touchpoints. This breadth of media channels mirrors the editorial reach of the publications themselves, reinforcing the idea that trusted journalism should be accessible wherever audiences are looking for answers.

Visually and tonally, the campaign leans into restraint rather than spectacle. This choice aligns with the brand promise of calm authority at a time when many media messages compete aggressively for attention. By focusing on narrative clarity and emotional resonance, the work allows the message to breathe, inviting audiences to pause and reflect rather than react impulsively. It is a subtle but deliberate contrast to the hyperbolic tone that often characterises discussions of global events.

The decision to revisit an established platform rather than introduce an entirely new campaign also speaks to continuity. ‘Times change. The Times remains’ is positioned as an evolving idea rather than a one-off statement, capable of adapting to new contexts while retaining its core meaning. In doing so, it mirrors the editorial philosophy of the publications themselves, which balance responsiveness to current events with adherence to enduring journalistic principles.

As global uncertainty continues to shape public discourse, the campaign suggests that the role of journalism is not to predict the future but to illuminate the present. By providing verified information, diverse perspectives and thoughtful analysis, The Times and Sunday Times aim to empower readers to form their own informed views. This emphasis on understanding rather than certainty feels particularly relevant at a time when simplistic narratives often dominate public debate.

Ultimately, the second iteration of ‘Times change. The Times remains’ positions The Times and Sunday Times as anchors in a shifting landscape. It acknowledges that change is inevitable, and that uncertainty may well define the years ahead. Yet it also asserts that the values of independent, authoritative journalism endure, offering readers a reliable lens through which to interpret the world. In reaffirming this commitment, the campaign reinforces the idea that while times may change, the need for trusted journalism remains constant.