Mullins rings the changes at Times

The new brand campaign will be launched in an advertising blitz on television and radio featuring Cold Feet star Fay Ripley.

It comes three months after the arrival of 37-year-old Mullins, a former marketing boss with UDV, and as The Times battles to revive its circulation, which, like that of many national newspapers, has been falling slowly but steadily over recent months.

Mullins, who was brought in by The Times managing director, Camilla Rhodes, after the surprise departure of Sheriff, was called upon by her to build on what she called the newspaper's "world-class brand".

Mullins said: "The paper has moved forward considerably in the last decade while its image has been left behind. People may be surprised that we chose Fay Ripley for the ad, but we wanted to pick a very contemporary personality who could help modernise the brand's image and could present the newspaper in an inventive, interesting way. I think that her strong personality fits The Times brand exceptionally well. She is witty and intelligent; she is someone readers can relate to."

Carat is carrying out the media planning and buying for the campaign, which will break on television on August 12 and on air on radio between August 13 and 17.

The TV ads feature Ripley relaxing in a boat reading a copy of The Times.

According to the latest set of ABC figures, the title's average circulation was down by more than one per cent year on year to 706,402.

Like its rival The Daily Telegraph, it has struggled to keep circulation, despite both launching expensive daily sports sections.

The timing of the new campaign has surprised some industry insiders, coming during the summer holidays. And it is unclear whether The Times will be coming up with any new supplements or major promotions to back up its marketing drive.