Joe Talcott to set up internal creative offering at News Ltd as Ed Smith takes marketing role
News Ltd is to set up an in-house ad agency for clients, led by Joe Talcott who is moving from his role as the company’s group director of marketing.
Meanwhile, in a second high level move, Ed Smith, currently CEO of content and commercial at News Digital Media, is becoming News Ltd’s new group marketing director.
Announcing the “new creative hub”, News Ltd said that it was creating “a new creative division that will help advertisers build their brands, and better engage with existing and new audiences”.
According to the company, “the division, which will open in early 2011, will provide a service to advertisers far beyond anything that any publisher or broadcaster has previously offered.”
Interesting.
We’ve been running a smaller scale setup through the ad dept of EMG servicing advertising partners with editorial support and producing non-advertorial sponsored content. The art of course is to isolate what product or service is of value to an existing market and valorise this product or service.
nice one – Joe Talcott is a gangster!!
“We might sometimes recommend assets we don’t own.”
So Joe’s saying that for the most part, all a client needs is News Ltd? A bit narrow minded, isn’t it?
Congratulations Ed!
Well done Ed Smith !
Hi Ben,
No, the opposite – he’s saying that if they believe a client needs television as part of the campaign, they’ll recommend that, even though News Ltd doesn’t own a network.
But for the most part, you know what, I bet if they recommend a magazine solution or web solution or newspaper soplution, they’ll try to find one owned by News Ltd. You’re not honestly shocked by that are you?
Cheers,
Tim – Mumbrella
Why didn’t News become an MVNO a few years back…seems to makes sense now
I think Ben was being sarcastic.
what’s that saying? don’t walk into a Ford dealer and expect to leave on a Harley?
Not sure they can claim publisher in this statement “ … that any publisher or broadcaster has previously offered.” whilst boutique map magazine has been offering this service since 1999. In fact I think I recommended whilst working at News Ltd that they offer an inhouse creative agency. 15 years to late in my opinion and I feel sorry for all those advertisers who have had to wait for so long!!!
Great move by News – Ed is a great mind and an inspiring leader.
Tim – no, I wouldn’t expect anything less of them, and JC, yes I was.
Great job Joe!!!!
@Alex B
It is a great job Alex!
So which media company ISN’T setting up an inhouse “creative hub” these days?
And of course none of these inhouse media neutral “hubs” are a threat to traditional agencies.
And typically none of these inhouse creative hubs still exist in their same form 12 months later…
Good luck.
It sounds like a job in ‘Special Projects’ awaits Mr Talcott
http://www.crikey.com.au/2007/.....rgalactic/
Congrats Joe!! All the best for 2011