Fairfax Media has expressed a desire to strengthen its ties with creative agencies, after saying its relationships with media agencies "overshadow" all other partnerships.
Speaking at Fairfax's 'Innovations 2012' breakfast yesterday, director of product integration, media Adam Mather called Fairfax's lack of strong creative relationships “frustrating.”
“One frustration we have is publisher relationships with media agencies are so strong they can overshadow the relationships we have with creative agencies,” Mather said. “But relationships with creative agencies are incredibly important to us.”
As part of a three-year plan laid out by departing head of digital publishing Jane Huxley, Fairfax Media is dramatically overhauling ad product offerings for both print and online.
“We need to get the right ad to the right audience and the right time,” Huxley said. “We offer deep engagement with audiences for advertisers across multiple platforms.”
Keen to be seen as an innovator in the world of publishing, Fairfax said close ties with creative agencies and a “big canvas” approach is the way to capture an increasingly segmented audience.
“Creatives invest a lot of time and money into eye-catching imagery that creates strong branding,” said Mather. “Our new 'big canvas' formats in print and digital are doing justice to that investment.”
One such 'big canvas' product on offer from Fairfax is the transparent wrap seen around yesterday's Sydney Morning Herald, which was sponsored by credit card giant MasterCard.
“We are innovating with purpose, to create amazing content for audiences and to create commercial opportunities for advertisers,” said Mather. “Innovation is about execution: its great to have cool ideas, but we need to have the right idea for the right client at the right time.”
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