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It’s been more than a year since Tony Phillips exited Woolworths’ well-oiled revolving door. The top marketer resurfaced at News Corp five months ago and has big plans for his new position, declaring he will increase newspaper sales and didn't join the publisher to manage decline. He sat down with AdNews to speak about how he plans to market mastheads as brands and his vision of the future of marketing.
“Almost a decade ago I made the decision to get out of the advertising industry and go client side and it was the right choice,” he said. “The advertising business doesn’t often dwell on this but the pressure to separate creative and media and the push for the removal of the commission process – while it seemed to be right at the time, it has completely undermined the financial model of agencies. That’s why invariably they will end up back together. The difference will be it won’t be creative owning media, it will be media owning creative.”
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