The Guardian launches first Australian advertising campaign

The Guardian has launched its first Australian advertising campaign that emphasises the British newspaper’s long heritage but also its new Australian voice.

The UK newspaper launched a digital only operation, headed by deputy editor Katharine Viner, in May this year poaching a number of high profile journalists, including David Marr, Lenore Taylor and Katherine Murphy.

The digital campaign, was created by Sydney creative agency Churchward/Melhuish and features three separate pieces of creative that emphasise the newspaper’s Australian voice, global readership and editorial independence.

Ian McClelland, The Guardian’s managing director said: “We were impressed with Churchward/Melhuish’s eagerness to work with us, their passion for our organisation. and their adeptness in communicating simply but playfully our core strengths of integrity, independence and massive global reach. We look forward to working with them again.”