News Corp Australia has appointed Tom Pitney to the newly created role of strategy director for commercial content.
Pitney has more than a decade of experience as a strategist and marketing professional. He joins from oOh!media where he was strategy director and product lead for Junke Media and its agency offering.
Pitney will work as a strategic resource across the whole division, which includes Visual Domain, Suddenly, Roller, and audio arm NewsCast, to help brands connect, influence and attract Australians through their own channels.
Pitney will play a key role in developing and overseeing the strategic roadmap for the company’s commercial content pillars: content marketing, audio, video, digital, custom publishing, native, partnerships, advertising, and production.
“We are building a high performance portfolio of content marketing capabilities,” says News Corp Australia’s managing director, commercial content Mike Connaghan.
“Tom has a track record of solving commercial challenges through creativity and technology and his appointment will be crucial in accelerating the expansion and investment in our commercial content business.
“With the demand for brand content only escalating, we’re delighted Tom has joined the team as we grow and diversify the way we connect with our partners and our audiences with an increasing focus on digital.”
News Corp says its commercial content has seen revenue growth of at least 15% annually across Australia. The market is estimated to be worth about $2 billion.
“I’m excited to be joining News Corp Australia where commercial content is an important part of the company’s growth strategy,” Pitney says.
“With News Corp engaging millions of Aussies each month, the opportunities for brands to understand evolving behaviours, make an impact and connect with different audiences is something I’m really excited to be a part of.”
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.