Guardian tears up agency model to hire Oliver Group

guardianGuardian News & Media has appointed Oliver Group to act as an in-house agency for the membership, marketing and consumer revenue department.
A dedicated Oliver Hub will work with the Guardian’s 12-strong marketing team, who are based at the newspaper’s office in King’s Cross.
The activity was previously handled by MRM Meteorite, which successfully defended the account in 2012 following a review, although the fact that the Guardian has ditched the traditional agency/client model is likely to raise a few eyebrows – and set off a few alarms too.
Guardian managing director membership, marketing and consumer revenues David Magliano said: “Bringing the Oliver team into our business is an efficient way to provide skilled resource that can flex to meet the day-to-day needs of a rapidly-changing business environment.”
Oliver Group managing partner Robert Green added: “The Guardian has a strong, uncompromising reputation and a devoted readership. This is a great step in our growth and we’re very excited about working together.”

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