The boutique agency beat two ad firms to win a brief which includes comms, creative support and an influencer programme for the Time Inc. music title.
Liam Fay-Fright, founding partner of Common Industry, said: "It's great for the agency to win over some of our larger cousins in ad land, and testament to our strategically led creative approach. I shall gracefully refrain from naming who they were."
It will provide strategic consultancy for a series of upcoming projects, including live events, new online content, video and influencer work, with a view to developing a new platform for the brand.
NME announced its relaunch as a free, weekly title in September 2015 as part of its plans to expand globally with a new website, live events and video franchises.
The iconic mag first launched in 1952 and was Britain’s biggest selling music newspaper in the 1970s with a particularly close association with the punk rock scene.
The new partnership will see Common Industry collaborate with NME’s in-house team creative team, brand partners and select musicians on creative production and promotion.
Time Inc. commercial director Andrew Sanders said he was impressed by the agency’s understanding of NME’s audience and brand.
Fay-Fright added: "Partnering with NME is a hugely exciting opportunity for the whole team at Common Industry, many of whom have grown up reading the NME on a weekly basis or plastering their walls with pictures ripped from the magazine’s pages. It is one of those iconic brands any agency team would love to work with. We are, naturally, receiving payment in blue M&Ms."
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