The move will see the agency promoting everything from the paper’s high-profile events, such as The Evening Standard Film Awards, through to ongoing campaigns such as Get London Reading.
It also follows on from the announcement late last year that the Independent and the Standard would be merging its sports and business desks.
Warren Johnson, founder of W Communications, will be leading the agency team and reporting to Ciara Battigan, head of marketing at The Independent, i and the Standard.
Of the Evgeny Lebedev-owned titles, he said: ‘With the merging of parts of the editorial team there’s an effort to get the benefits of a one team approach. Increasingly, ways to get the group to work together to create greater efficiencies and long-term viability for quality journalism are being looked at.’
W Communications, which replaces Brown Lloyd James in the role as retained agency, was approached for the 12-month brief following ongoing work with The Independent that started in March 2010.
As part of the brief, it will work with the Standard’s digital team on the newly launched standard.co.uk and its ongoing brand extensions, including the recently launched Business Connections.
Matt Harrison is sales and marketing director for the Standard and Independent. He said the agency had been picked to work across the ‘entire portfolio’ partially because of the way it had connected ‘seamlessly between the editorial, digital and marketing departments'.