Sara Badler, Chief Advertising Officer North America, The Guardian

In this episode of AW360, Sara Badler, Chief Advertising Officer of The Guardian, joins us to talk about the global publisher’s bold new chapter in the U.S. — from its just-launched “The Whole Picture” brand campaign to its growing programmatic footprint and new revenue streams.

Sara shares how The Guardian’s independent, trust-owned model enables it to innovate without compromising journalistic integrity, unveiling initiatives like Filter (its new commerce and product recommendation platform), a Football Weekly live U.S. podcast tour for the 2026 World Cup, and creative brand collaborations that redefine how advertisers connect with purpose-driven audiences.

It’s a look inside how one of the world’s most respected news brands is reimagining its business for the next generation — while staying true to the values that have guided it for over 200 years.