Bigger role for storytelling, data in News' digital agency

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Andrew Sidwell and Simon Smith launch SUDDEN.ly
Cameron King and Julian Delany from News DNA
Damian Eales and Lou Barrett at the News Corp Come Together event
Kerrie McCallum and Fiona Nilsson will expand the Food Corp ecosystem
Simon Smith launches SUDDEN.ly

News Corp Australia has launched a full-service digital agency and a facility to use and match brands' data in their pitches to audiences, as part of a suite of initiatives for advertisers.

It will also extend its data partnership with ticketing agency Ticketek.

The commercial initiatives were among a number introduced at its 'Come Together - News Futures' event in Sydney today.

Content marketing executive director Simon Smith says SUDDEN.ly will operate as a dedicated digital newsroom for brands, providing customers with the craft, art and science of great storytelling to drive results on client-owned media channels.

"It will harness News Corp's proprietary data technology, expansive content creation expertise - combined with newsroom speed - to create and deliver of-the-moment engaging and shareable content for brands."

Smith will be supported by creative Andrew Sidwell as head of strategy, with the agency represented in Sydney, Melbourne, Brisbane and Adelaide.

At the same time, Content IQ will provide content insights and performance measurement of their own channels.

He says it will heralds a new era in which News combines content intelligence with storytelling expertise: "For many marketers, building and retaining audiences takes time, money and resources so we are set up to do the heavy lifting and tell those stories on behalf of our clients."

Managing director of News Digital Networks Australia Julian Delany introduced News Native Network - a premium native network with a monthly reach of 10.8 million - as an "end-to-end commercial content service that delivers and distributes brand hero stories created with scientific insight and precision".

The "engagement network" will combine immersive product infrastructure with a targeted distribution strategy to yield 25 per cent greater engagement scores News DNA's reporting suite has been extended with the introduction of measurement techniques such as facial recognition and eye-tracking to understand emotional and subconscious responses to content.

An extension of the company's audience targeting and insights platform, Also announced today was the launch of Customer Match will "help brands use their data better," managing director of digital revenue Cameron King says.

"News Connect Customer Match allows brands to upload their own data to match their customers with News Corp audiences across the most trusted media and entertainment brands in the country, and with the most credible source for credit card and supermarket data."

Further insights into consumption data will come from a strategic data sharing partnership with Ticketek Entertainment Group. The partnership combines behavioural, transactional and content consumption data from 12 million Australians across News Corp's digital network with TEG's consumer dataset.

Other initiatives announced at the event were Social AMP - which allows advertisers to amplify their social content - and NEWSamp, an integrated media solution to manage client campaigns and brand launches, with a team of more than 130 across four capital cities.

Four key initiatives under the Food Corp banner - delicious. TRAVEL, lifestyle programme Studio delicious, and Aisle Watch to connect brands with grocery buyers, and the Food Corp Talent Network - were part of the "great story Food Corp has to tell", lifestyle director Fiona Nilsson said. "The best stories are told at table."

It was a theme continued by national sales managing director Lou Barrett, who added: "Storytelling is not only what we do, it's who we are.

"We are more than media and we want clients to know they can trust News Corp to connect and engage with consumers and to deliver on what we promise."

Earlier in a launch for client and agency partners, publishing chief operating officer Damian Eales said partners would see, "more than ever, the company we are becoming.

"Much more than media, and serving more marketing needs than ever before."

The Come Together News Futures 2018 continues tomorrow at The Olsen in Melbourne, and moves to Sydney at the Hyatt Regency on May 15-16.

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