News Corp's media accounts have been consolidated with ZenithOptimedia for the past seven years.
News Corp Australia decided to split its media business as part of a groupwide initiative to "put customers at the centre", said News Limited chief executive Kim Williams. "It is imperative that we go to market with detailed, data-driven insights that respond well to expressed needs and consumption preferences."
The three agencies each have particular strengths that make them "ideal partners", said Williams.
“During the pitch process it became clear that MediaBrands has a deep understanding of News Limited and the many opportunities for us to grow our business," Williams continued. "UM’s commitment to innovation and their in-house analytical capabilities will be invaluable as we re-engineer News and our brands for all the platforms our consumers love—print, online, mobile, tablet and broadcast."
Twentieth Century Fox managing director Marc Wooldridge said: "ZenithOptimedia put forward a compelling pitch, demonstrating strategic planning excellence and focus on consumer insights with clear commercial application."
News Corp is expecting to complete its review of its master media brands account in the next few weeks.