The Evening Standard debuted front page advertising for the first time today, featuring an advertising wrap promoting British Gas, Brand Republic reported Thursday. The ad wrap covers a strip of the front page, and takes over the entire last page.

The advertising was planned by media company Carat, owned by marketing communications firm Aegis. Carat Press Director Dominic Williams stated that the move demonstrates that the press's creative progression, according to Brand Republic.

“We have had problems with editorial departments in the past not being commercially minded and this example shows how the two can work together to create a great advertising solution,” Williams said, according to Brand Republic.

Previously, similar advertising wraps were included in the United Kingdom on free titles like London Lite and thelondonpaper. The Evening Standard's newly appointed Advertising Director Simon Davies was behind the initiative.