Guardian extends media relationship with PHD in Australia

Guardian News & Media (GNM) 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 a 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, and developing new 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. 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,” said Guardian Australia Managing Director, Ian McClelland.

As the partnership progresses, PHD will 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. 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,” said PHD Australia Managing Director, Toby Hack.

Via Digital Market Asia Mobile

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Lars M. B. Anthonisen is Global Account Lead @ Google. Previously, he held various digital marketing positions at media companies across Europe and Asia including Regional Digital Director at MediaCom APAC, CMO at Adform and Digital Manager at Universal McCann Worldwide.

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