A 10 YEAR PARTNERSHIP
Few industries have been upturned as ferociously as newspaper journalism. Yet against the tide of free news online, The Australian has not only survived, but stabilised and thrived.
By seamlessly marrying brand with acquisition and retention, we’ve helped The Australian achieve subscriber growth year on year.
10 YEARS OF
Drawing on a wealth of experience in consumer comms, we’ve used a combination of tried and tested techniques with things like messaging hierarchies and brand placement, as well as innovative new thinking with things like creative concepting and benefit framing, to drive year-on-year subscriber growth for The Australian.
And we were able to achieve all of this during one of the most challenging times in the paper’s history.
10 YEARS OF
Attracting new customers is one thing. Keeping hold of them is another thing entirely. So, retention has always been key to the success or failure of brands like The Australian.
As their product offering has evolved over the years, we’ve built loyalty through insight-driven brand strategies, campaigns, customer journeys and tactical pieces that have enabled The Australian to stay relevant and valued to their subscribers throughout difficult times.
10 YEARS OF
The brand strategies we’ve created for The Australian over the years have been able to permeate every single consumer touchpoint.
From TVCs and OOH, all the way down to highly tactical executions like their rewards programme.
Further proof of our ‘Brand is everything. Everything is brand’ philosophy.
10 YEARS OF
Alongside the many existential threats to the industry there have been several technological advancements over the last decade that The Australian has embraced fully.
We’ve kept the brand at the forefront of journalistic innovation, as they continue to expand their offering beyond the written word.
THE RESULTS
By seamlessly fusing brand strategy with acquisition and retention, we were able to help The Australian not only navigate a very challenging period of uncertainty but achieve YOY revenue growth of 6% in the process.
