Rupert Murdoch’s UK publishing company, chaired by James Murdoch, has brought in the comms support in a bid to improve sales figures.
The group, which owns The Sun and The Times, has previously had an arms-length relationship with retailers, but will seek to change this with a combination of media relations, trade press advertising and direct-to-retailer communication.
Nexus Communications’ immediate task is to communicate the benefits of recent changes to the way newspapers are delivered, following an overhaul of News International’s wholesaler contracts.
Agency director John Meakin said: ‘News International’s titles are major brands in their own right and that is how we are approaching this assignment – by applying some of the principles of successful b2b communication that we employ for clients operating in other sectors of the grocery trade.’
Separately, FT has brought in Launch Group to work on a mystery project.
Agency CEO Johnny Pitt confirmed it was working with the newspaper, but he would not reveal any details.
This week, FT unveiled plans to incorporate views of the FT.com community into its leader columns.