News International awards Parys innovation account

News International has hired Parys Communications as it seeks to attract more advertisers.

News International has hired Parys Communications as it seeks to attract more advertisers.

The commercial division of News International, which publishes The Times, The Sunday Times, and The Sun, will use the agency for a retained b-to-b brief to identify and promote examples of innovation in the news media.

Parys will target News International's commercial clients and the agency community, with the goal of positioning the publisher as an innovative partner for advertisers and planners.

It will also include a trade media-relations campaign targeting the media and marketing community.

“There is a wealth of innovation taking place across News International, but to date not much has been said to the outside world,” said Patrick Herridge, MD at Parys Communications. “Our role will be to identify those innovative practices and stimulate external debate about the future of news.”

The work will also include promoting an event that will be run in coordination with Future Lab looking at key themes in the consumer consumption of news.

PRWeek UK understands the brief was previously held by Propeller PR.

This story originally appeared on the website of PRWeek UK, the sister title of PRWeek at Haymarket Media.

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