News Corp appoints The Works as lead creative agency across metro and regional titles

News Corp has shaken up its creative roster, with The Works being promoted to lead agency across the media giant’s metro and regional brands.

News Corp will continue to work with incumbent Big Red, however, The Works has replaced the agency across the metro titles.

The Works’ latest campaign for News Corp focuses on the ‘ANZAC Spirit’ 

The Works became News Corp’s creative agency of record for direct marketing in 2017 and has worked on subscriptions and engagement campaigns.

News Corp’s recent big push in the metro markets for its mastheads, ‘We’re for you’, was created by Big Red.

Now though, The Works will manage creative strategy for retail and content marketing the News’ titles including The Daily Telegraph, Herald Sun, The Courier Mail and The Advertiser.

Betina Brown, general manager of marketing communications, said the agency had already proven itself.

“The Works have proven themselves as a valuable partner on our subscription business and we’re confident that a full service partnership with them will be hugely beneficial to us meeting out all-of-marketing KPIs,” she said.

Damian Pincus, founder and creative partner at The Works, added: “We have been working very closely with the News team over the last year and have achieved some great results for the business, so it’s always fantastic when you are awarded new opportunities based on the team’s performance. News is on an exciting path and it’s great to be part of the journey.”

The Works has developed an ANZAC Spirit-themed editorial, retail and marketing campaign, including a coin collection, across News Corp’s titles.


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