Guardian ads poke fun at new Independent ownership

The Guardian is running an ad in media trade magazines this week questioning the editorial independence of the Independent under its new owner, Russian businessman Alexander Lebedev. The ad, which first appeared today in trade title Marketing, features the Independent's masthead with several of the letters transformed into Cyrillic-style symbols. A strapline at the bottom runs: "Owned by no one. Free to say anything. The Guardian." The campaign, created by ad agency Wieden & Kennedy London, will run throughout this week in other trade press titles including Campaign and Press Gazette. Last week Lebedev, who owns the Russian daily Novaya Gazeta and brought a controlling stake in the London Evening Standard last year, acquired the Independent and Independent on Sunday for £1 from Independent News & Media . The Guardian is part of the group that also publishes MediaGuardian.co.uk. • To contact the MediaGuardian news desk email [email protected] or phone 020 3353 3857. For all other inquiries please call the main Guardian switchboard on 020 3353 2000. • If you are writing a comment for publication, please mark clearly "for publication".