Wunderman Thompson: Sage's Boss It

Billboard showing Boss It campaign

Wunderman Thompson: Sage's Boss It

Celebrating the resilience of small businesses

Sage, the market leader in cloud business management solutions, is championing post-lockdown entrepreneurial optimism in a bold and inspiring campaign by Wunderman Thompson.


The campaign commends the UK's small and medium businesses in the context of a year of extraordinary challenges. Despite the harsh economic climate, 2020 was named ‘year of the start-up’ with 770,000 UK businesses created and a 24% annual increase in business creations year-on-year.


Small businesses are the heroes of the campaign. Business owners are shown looking confidently to the future with straplines including “Waterman & Webb are Bossing Whitstable, “Thames Roofing is Bossing It” and “The Baby Cot Shop is Bossing Chelsea.”

Boss It oozes confidence and a knowing, playful attitude whilst celebrating the attributions that make an everyday boss. The campaign went live across TV, out-of-home, digital-out-of-home, print, radio and social media including TikTok.