Foxtel enlists Herd MSL for PR duties

Publicis Group PR and communications agency, Herd MSL has won the PR account for Foxtel, following a competitive pitch.

In its new capacity Herd MSL will support Foxtel’s PR and content communications team in delivering “full 360 integrated marketing campaigns” and positioning Foxtel as “the home of sport and entertainment in Australia”.

Skye Lambley, group managing director at Herd MSL said that the agency is looking forward to delivering creative campaigns for a marquee brand known across Australia.

Group MD, Skye Lambley

“We are a curious, fearless and creative team that thrives on delivering impact for our clients and we look forward to bringing this to our partnership with Foxtel.”

Lambley was promoted to the group MD role in February last year, replacing Vanessa Liell who resigned to spend more time with her family.

The first work Herd MSL will undertake for Foxtel will be launching the final season of Wentworth, a prison-drama, which according to the agency is Foxtel’s most successful Australian original to date, broadcasting in over 80 countries since its launch in 2013.

Foxtel Group’s director of content and communications, Jacqui Abbott, said: “With the highly-anticipated final season of Wentworth coming soon to our screens we have an opportunity to do something big for the fans right around Australia. We felt it was a good time to go to the market and see what some of the best creative partners out there could offer up. Herd MSL really nailed the brief and have brought a great amount of energy and passion to the business so far. Being such a critically acclaimed and hugely popular Australian drama with a ten-year history we have big ambitions for the final season.”

Herd MSL was acquired by Publicis Groupe in 2017. Herd MSL includes N2N Communications, Fuel Communications and Touch Creative.

In March this year, the agency bolstered its leadership team, promoting Stuart Wragg as chief strategy officer and Laura Beament to managing director of Fuel Communications.

Yesterday, Foxtel appointed Conor Woods in the newly created role of head of per view. This follows a string of recent hires for the group, including former editor-in-chief Kate de Brito, to lead work on a news streaming service, set to be called NewsFlash.


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