News Corp appoints The Works as creative agency

Lindsay Bennett
By Lindsay Bennett | 19 April 2017
News Corp CEO Michael Miller at the Come Together event 2016

News Corp has appointed The Works as its creative agency for direct marketing replacing incumbent Archibald/Williams, following a competitive pitch.

The Sydney independent agency will be responsible for direct marketing to support a nationwide brand campaign across metropolitan and regional newspapers, as well as retention, acquisition and digital activities.

Archibald/Williams, which has been working with the publisher for three years, will continue work The Australian, for which the agency developed a new positioning statement last month.

The AustralianThe Australian repositioning work from Archibald/Williams

The decision comes from CMO Tony Phillips who joined News Corp last year. Phillips previously worked with The Works when he was CMO at Woolworths, with the agency working on the everyday rewards part of the business.

Phillips is currently working on campaign to roll out in fiscal 2018, which looks to growing subscriptions for News Corp brands.

"The Works have demonstrated the strategic and creative ideas we are looking for as we focus on growing subscriptions for our brands. They have showed a deep understanding of our business, our customers and our priorities," Phillips says.

"We have ambitious subscription targets for the years ahead and are confident of reaching those with the creative input of The Works. We are excited by the level of innovation, creativity and bold thinking that defines The Works."

Phillips says News Corp may tap other agencies on a project basis for other work throughout the year.

The Works founder Douglas Nicol says the win represents the agency's achievement in the CX space.

"Off the back of winning AdNews CX Agency of the Year this year, this win showcases The Works' sweet spot in CX, data and creativity," Nicol says.

The latest move reflects a bigger focus on direct marketing to strengthen the direct digital and print route between newspapers and their readers as News Corp invests more money in mobile, digital products and subscription packages.

Phillips also thanked Archibald/Williams for its contribution.

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

At the end of last year Phillips moved all media duties for News Corp to MediaCom after beating UM in a review.

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