Be London's Headline 2021.

  • The Evening Standard launches second edition of the Be London’s Headline creative competition

The Evening Standard launches the second edition of the Be London’s Headline competition, offering creative teams, planning agencies and brands the unique opportunity to paint London with their message.

Announced today at the ‘Setting the New Standard’ virtual showcase, outlining to partners the brand’s vision for success, this competition invites submissions for a cross-platform campaign to appear on a day of their choosing.

2019's inaugural Be London’s Headline competition offered brands the opportunity to be the headline, granting them a newspaper cover wrap, homepage takeover and branding across its vendor network, with a brilliant winner in paint brand Valspar. In 2021, the competition has evolved in line with the business’s ongoing digital transformation.

This year’s winner will not only have the opportunity to be the headline but also to write the story, with the newly launched BrandPost digital solution added to the prize package.

BrandPost give brands the opportunity to set the agenda, elevate engagement with the Evening Standard’s diverse audience in their own unique voice and integrate seamlessly with editorial content. The new Be London’s Headline prize package will include a cover wrap, homepage takeover, presence across the Evening Standard vendor network and a BrandPost article that will be published on the Evening Standard’s homepage.

To be in with a chance of Being London’s Headline AND writing the story, entrants this year are asked to submit creative ideas for a cover wrap and an outline of how they would use a BrandPost article.

Competition judges announced to date are Dan Locke, Chief Commercial Content Officer at the Evening Standard; Niki West, Client Services & Strategy Director, Newsworks; and Justin Pearse, Editor at New Digital Age. Further additions will be announced shortly.

Evening Standard readers are united by a shared passion for London and all that it has to offer; a strong desire to get back to the restaurants, theatres, pubs and bars that make our city so special resonates throughout every edition. As London rebuilds, commuters return and the entertainment economy gets a much-needed boost, this prize package is offering creative brands a chance to make a statement and let London hear their voice.

James White, Commercial Director, The Evening Standard, commented: “In preparation for the return of the London we know and love I am delighted that we are able to give brands the chance to display their creativity, raising their voices at a key time for the rebuilding of the capital. The entries we saw in the first edition of Be London’s Headline were witty, inspiring and full of potential to capture a moment. I am excited to see what this moment in time will present.”

Details on how to enter Be London’s Headline can be found online at

Submissions close on 31st March.

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