GroupM’s ‘Back to News’ initiative vets Aussie news publishers to help brands invest in ‘responsible journalism’

GroupM Australia has launched an initiative to vet Australian news publishers and help brands decide on where to invest their media budgets.

Called ‘Back to News’, the initiative is part of the company’s partnership with non-profit Internews aimed to support responsible journalism and to provide brands with access to ad environments on vetted news publications.

GroupM AUNZ chief executive Aimee Buchanan and The Australian journalist Hedley Thomas