Sage is one of the UK’s largest listed technology companies, supporting more than one million businesses across the UK with technology that helps them to be compliant, stay organised, get paid fast, gain full visibility of cash flow, and engage their employees. Wunderman Thompson was challenged by Sage to deliver integrated campaigns that inspire the nation’s small businesses to be ambitious and confident; safe in the knowledge that they have the right technology at their fingertips.


‘Boss it’ is founded on the insight that small business owners want control. They want to be their own boss and feel the power over their life and destiny.


In today’s world a boss can be anyone. From a guy running an accountancy business, to a young woman winning on Etsy, to a teenager inventing the next tech must-have. Small businesses are the heroes of the campaign, demonstrating that despite macro-economic headwinds, there is an army of entrepreneurs tackling businesses challenges with confidence and expertise, thanks to Sage.


‘Boss it’ oozes confidence and a knowing, playful attitude whilst celebrating the attributions that make an everyday boss. The campaign is now live across TV, OOH, DOOH, print, radio and social media including TikTok.

Sage Boss It

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