The Australian appoints GPY&R
George Patterson Y&R has been appointed as creative agency for The Australian.
The announcement:
The Australian’s marketing director, Lisa Bora, today announced the appointment of George Patterson Y&R Sydney (GPY&R) as its new creative agency.
Commencing with The Australian next month, George Paterson Y & R was awarded the account with a brief to reposition and further strengthen The Australian as a multi-platform news brand.
Ms Bora said: “The George Patterson Y & R pitch was highly cohesive, content led and commercially focussed on what is required to move The Australian brand from a highly respected newspaper to a news brand operating across all platforms.
“These creative reviews are never an easy decision making process. We were very fortunate to have such a strong talent pool focussed on our brand throughout the process across all of the short-listed agencies. In particular, I would like to thank our incumbent agency, The Brand Shop, with whom we have had a strong relationship with over a number of years. They have been incredibly professional, committed to our brand and supportive of the creative review process. ”
Working closely with The Australian’s commercial and editorial teams, George Patterson Y & R will be responsible for all creative brand repositioning and promotional executions across core content and brand platforms.
“This was a great pitch-win for us. The Australian brand is part of the country’s fabric and an icon in itself. To work with Lisa and the team in this time of change in the news media industry is incredibly exciting,” said Phil McDonald, managing director of George Patterson Y & R.
The appointment will be effective end of March 2011.
Source: The Australian press release
