News Corp appoints The Works as creative agency of record for direct marketing

News Corp has appointed The Works as its creative agency for direct marketing.

The independent agency replaces incumbent Archibald/Williams, who was appointed as creative agency for the entire News Corp brand, excluding NewsLifeMedia, in May 2014.

The appointment will see The Works take care of retention, acquisition and digital activities.

Archibald/Williams will retain its contract with The Australian and its other former duties, brand and retail creative, will be handled on a project-by-project basis.

News Corp Australia’s chief marketing officer Tony Phillips said The Works demonstrated “strategic” and “creative” ideas the group was looking for at it aims to grow subscriptions for its brands.

“They have showed a deep understanding of our business, our customers and our priorities,” he said.

“We have ambitious subscription targets for the years ahead and are confident of reaching those with the creative input of The Works.

“I would like to acknowledge the great work of Archibald/Williams and look forward to continuing our important partnership with them and The Australian.”

Commenting on the agency’s appointment, Douglas Nicol, creative partner and founder at The Works said: “We’re incredibly pleased and excited.

“From our point of view, this client relationship really hits our sweet spot where we are taking creativity and data and digital and putting those things together.

“They talk our language and hopefully we talk their language. It was a really good match and I felt from day one it a good combination, their ambition and our skills.”

Nicol said the agency will be involved in creative, customer experience, innovation and digital and will aim to improve subscription numbers “in a way that builds the brand of various mastheads.”

“It’s all about their great content and making sure we get as many people to pay for that content.

“We live in a world where people are very happy to pay for content in many different categories, like Netflix for example and News Corp is on exactly the same journey.”

He added he has no doubt the agency’s On Message service and new insights from South By South West will be put to good use.

The Works’ clients includes Optus, VisitCanberra, Panadol and Sunbeam.


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