Newspapers throughout the world have been running ads about their heritage. Their trustworthiness. The commitment of their journalists to find the hub of an issue…

You can see a theme, yes? They’re all about what the newspaper has. The&Partnership’s campaign for the Wall Street Journal is all about what the reader gets. Everyone wants to know what’s in it for them.

The campaign, #dontwait, launched with a film, Good Things Come To Those Who Don’t Wait,  about a young woman who has never stopped striving from birth. The WSJ she holds in her hands throughout the story lets the audience know that her ambition is being fuelled by the information she receives from the publication.

The film is designed to inspire the WSJ’s target audience – a new generation of WSJ readers and future leaders.

“In a time of uncertainty, when it’s easy to do nothing and wait, The Wall Street Journal gives the news, insight and analysis for people to take action. We are excited with the way we could bring this to life for our audience,” explained Wil Boudreau, chief creative officer at The&Partnership.

The spot was directed by Ellen Kuras, a Journal reader herself and produced with The Corner Shop. Kuras made her career in a largely male dominated industry, and she was keen to ensure that the female protagonist felt authentic, likeable, relatable and inspiring.

Suzi Watford, chief marketing officer at The Wall Street Journal, commented, “WSJ members choose the Journal because it helps them get ahead. We are seeing an increase in a younger audience who are willing to pay for quality news and more interest than ever in business. The Journal has more paying members than it has ever had and this campaign aims to build on that in order to create the future business leaders of tomorrow and to help fuel their ambition. At the Journal we are pro ambition.”