Guardian News and Media will extend its partnership with planning-led media agency, PHD, seeing the partnership covering The Guardian Australia’s digital properties.
The Guardian launched an Australian version of the site in 2013, making seven new hires mid last year, including a former senior B&T reporter.
Check out the release below.
Guardian Australia partners with media agency PHD
PHD to provide media buying and marketing support for Guardian Australia’s digital edition
13 March – Sydney, Australia – Guardian News & Media (GNM) has today announced it has extended its partnership with media and communications agency, PHD, to cover Guardian Australia’s digital properties.
PHD launched in the UK in 1990 as the world’s first planning-led media agency with The Guardian as one of its foundation clients. Since its inception, PHD has expanded worldwide and now has over 80 offices covering more than 70 markets.
PHD arrived in Australia in 2009 and with The Guardian’s recent entry nine months ago, the two companies have decided to continue their 24-year strong relationship down under. PHD will assist Guardian Australia in media buying, bolstering its brand, market research, and developing advertising products specifically for Australia.
“The Guardian has been in Australia for nearly 10 months now and despite our lack of spending on marketing locally we have managed to experience unprecedented growth organically through excellent journalism, compelling global stories as well as consistent reader engagement and social integration,” Guardian Australia Managing Director, Ian McClelland, said. “We are working with our partners and international colleagues to refine our long-term marketing strategy and we look forward to PHD contributing to the continued success of Guardian Australia.”
As the partnership progresses, PHD is keen to provide additional services to Guardian Australia.
“We are privileged to be tasked with growing this 24-year old partnership between The Guardian and PHD here in Australia,” PHD Australia Managing Director, Toby Hack, said. “The Australian media landscape is extremely dynamic and The Guardian’s arrival here last year is a significant part of that ongoing story.
“We’re looking forward to working with The Guardian to bring their unique voice to Australia in creative ways.”