Fairfax Media has hosted The Age ‘Breaking The Story’ Agency Newsroom Challenge to follow up on the success of last year’s The Sydney Morning Herald Agency Newsroom Challenge.
With new digital platforms in market, the company took the opportunity to connect with agency planners and buyers to deepen their understanding of Fairfax’s positioning and independent journalism, as well as build brand advocacy.
Teams from eight agencies across Melbourne participated in an Amazing Race/Cluedo style challenge which showcased Fairfax’s editorial talent, led by Richard Baker.
Baker told participants how The Age creates and values quality journalism and discussed its importance in today’s society, as well as sharing some of his nail-biting investigative experiences.
The agencies competed by following clues around the streets of Melbourne, observing and listening to actors playing out vital scenes to crack the case and shape the ‘biggest story of the year’.
Participants then produced their own piece of investigative journalism, combining catchy headline and photography, which was submitted for judging by a team of Fairfax journalists including Alex Lavelle, editor of The Age, to win major prizes.
Participating agecnies included PHD, Zenith, Starcom, The Media Store, CHE Proximity, Mediabrands, Amplifi, and Dentsu X. The following were the category award winners:
- Best Overall Story: Amplifi
- Most Factually Correct: Dentsu X
- Best Headline: PHD
- Best Photography: Zenith
Jane Larkin, national agency director at Fairfax, said: “Feedback from our last ‘Breaking The Story’ agency newsroom challenge in Sydney was overwhelmingly positive, so it made sense to replicate with our Melbourne agency partners.