Guardian News & Media has appointed Glue Isobar as its lead digital agency following a strategic review, with a brief to create engaging digital ideas for the brand.
The agency’s first task is to support The Guardian’s ‘The Whole picture’ campaign, with a digital display and search strategy. There will be further activations based on key themes throughout the year, such as collaboration around The Guardian’s Open Weekend event, which will include streamed content.
The appointment comes with the media group in the midst of a review of its direct marketing business. The review of the account – which includes subscription marketing, reader relationships as well as the Extra loyalty scheme – follows a major investment in its DM team and is part of plans to step up activity. It is also reportedly looking for a digital agency to promote its Soulmates online dating service.
Richard Furness, director of brand & engagement at Guardian News & Media (GNM), said: “Our digital activation strategy will build upon ‘The Whole Picture’ brand campaign: deepening engagement with our existing audience as well as delivering new audiences to our journalism.”
Isobar UK chief executive Penny Herriman added: “We’re looking forward to working with the Guardian at a time when its international reputation as a digital pioneering media organisation is growing.”
Earler this week, parent company Guardian Media Group admitted operating losses at its newspaper arm, which owns The Guardian and The Observer, jumped to £44.2m from £33.1m a year earlier.
Newspaper revenues dipped only slightly to £196.2m as 16% growth in digital, which now represents £46m in sales, largely offset tumbling print circulation.
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