News launches new campaign, urging consumers to ‘be on it’ has launched a campaign, urging consumers to get their news from the site if they wish to “be on it.”

The TVC campaign was developed for by Bohemia Group, a subsidiary of M&C Saatchi. managing director, Richard Skimin, said: “Our previous consumer campaign, the news in colour, was really successful for the brand and ran for almost six years celebrating the breadth of’s content.”

The website closed out 2020 in third place in Nielsen’s digital content ratings, with a unique audience of 10.4 million, just edged out by with 10.6 million.

“With the launch of our new campaign today, the goal is to shift the focus from us to our audiences. We don’t just want to show what we offer, but rather we want to capture the role that can play in our readers’ lives,” continued Skimin. editor-in-chief Lisa Muxworthy said the campaign is designed to reflect how the site talks to its audience every day. She said: “At the heart of what we do is start conversations and you’ve got to be on it to know what Australians are talking about and what matters to them. Our fresh positioning, ‘be on it’, aligns incredibly well with our content and I’m really excited by the opportunity it gives us to grow and diversify our audience.”

Muxworthy was appointed editor-in-chief of in December, following the departure of Kate de Brito.

The campaign rolls out today across digital, social and free-to-air, and subscription TV.


News Corp Australia

Richard Skimin – Managing Director,

Lisa Muxworthy – Editor-in-Chief,

Melissa Overman – General Manager Consumer,

Gina McGrath – Marketing Director,

Bohemia Group

Chloe Schneider – Head of Content, Bohemia

Emily Logan – Content Manager, Bohemia

Caitlin West – Connections Designer, Bohemia

Sophie Price – Head of Integrated Strategy, Bohemia

Cam Blackley – Chief Creative Officer, M&C Saatchi

Avish Gordhan – Executive Creative Director, M&C Saatchi

Brendan Donnelly – Creative Director, M&C Saatchi

Richard Donovan – Creative Director, M&C Saatchi

Nick Jacobs – Head of Planning, M&C Saatchi

Laura Jones – Senior Account Director, M&C Saatchi

Andrew Perry – TV Producer, M&C Saatchi

Gemma Heyes – Executive Integrated Producer, M&C Saatchi

James Jamias – Design Director, M&C Saatchi


Production Company: AIRBAG

Post House: White Chocolate

Sound Studio: Song Zu, Sydney


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