“Feisty” chief to make newspapers work harder Camille ALarcon
Tony Hale is a creative man, having spent the bulk of his career in agency-land.
There’s no doubt his new role will require a great deal of creativity, as he sets about convincing advertisers that the newspaper is not a dying medium.
Heading the newly-formed newspaper body The Newspaper Works, Hale has been handed $2m by its stakeholders to fix up the industry’s tarnished image.
He admits he has a big job ahead of him, but is quick to point out that the main changes will be merely cosmetic.
“I will be repositioning newspapers as a viable, contemporary medium among agencies and advertisers,” Hale said.
“It is seen as an old medium, but that's perception rather then reality.
“Circulation has held up very well and it has been very resilient to an ever-changing landscape,” he said.
Hale has spent his career not just working for and setting up ad agencies, but has also held positions as a media director, planner and buyer.
He has worked for JWT, McCann Erickson, The Campaign Palace and most recently as board director at Clemenger BBDO.
Clemenger Sydney MD, Jim Moser, said he even offered to be Hale’s referee as he applied for the new role.
“We’re gutted to lose Tony, but when somebody has an opportunity like this you need to encourage them. This position was written for him.” Moser said.
“Besides his advertising experience and business acumen he’s also incredibly well connected. He knows everybody in the media business in Australia.
“He has personal and professional relationships throughout the country, and being able to leverage those relationships into this role is just perfect.”
Former colleague at JWT during the 1980s and now MindShare Asia-Pacific chairman, John Steedman, remembers Hale as a “feisty and energetic” individual.
“He’s keen and eager and he’s got a lot of energy. He’ll put up a fight for something he believes in,” Steedman said.
Hale will leave Clemenger next month and commence his new role at The Newspaper Works in September.
