Brittany Daniel, client solutions director at News Corp, has told Mediaweek that in an era of misinformation, trusted news brands are more important than ever.
Daniel took home the win for Best Use of News Publishing at Mediaweek‘s 2024 Next of the Best Awards.
She and Nathan Livingston won for the Samsung Z Series phone campaign.
The new accolade was made in partnership with Mediaweek and ThinkNewsBrands and highlights the best use of news publishing media.
The campaign-based award, Best Use of News Publishing, was made to give media agencies, creative agencies, brands/advertisers and publishers a platform to highlight and reward the tremendous campaigns in news publishing from the last twelve months.
The criteria for the award assessed the success & achievement of the campaign, the innovation & creativity used in creating the campaign, as well as the final influence & impact that the campaign created.
Mediaweek caught up with Daniel to speak about the future of news publishing, her biggest achievement working at News Corp and whether or not there is a philosophy to execute effective campaigns in news publishing.
The awards have been judged by an all-star line-up, what does it mean to you to be recognised by this group?
It’s a huge honour to be recognised by this group, we were up against some incredible campaigns so we are thrilled to have come away with the win. A lot of hard work went into this campaign involving multiple parts of the business so we’re grateful to be recognised at an industry level.
What do you think the future looks like for News Publishing?
The future is bright. A recent report by the University of Canberra shows over half of Australians are accessing news more than once a day which is a 3% increase from last year. In an era of misinformation, I believe trusted news brands are more important than ever.
News Publishing is a way for brands to engage with their audience in trusted and credible environments. When it comes to partnerships, I believe measurement will continue to be an integral part of all campaigns in order to learn and measure success, along with creative thinking that pushes the boundaries to create distinctive media campaigns.
What has been your biggest achievement working at News Corp?
The first would have to be securing this Samsung campaign, it was a career highlight to be a part of it. This campaign required outside-the-box thinking and it was a great challenge for us to push the creativity and do something bespoke that had never been done before across the News Corp Australia network. The second would be stepping into a Director role at the end of last year. This has been an incredible opportunity to lead a team and be the Solutions Director across integrated brief responses for Independent Agencies & Direct NSW.
Is there a philosophy to execute effective campaigns in news publishing?
I personally believe creativity and differentiation are key. Having a unique idea and bringing it to life across multiple channels is a great way to make an impact and achieve cut-through. We often hear clients say they want a ‘big idea’ or ‘PR’able idea’ and I think in order to achieve those things it’s all about doing something different. A great question to ask yourself is “Would this paid campaign also garner earned attention?”. If the answer is yes you’re onto a winning idea.
Being Next of The Best – what can the industry expect next from you?
Hopefully many more exciting campaigns. I love working with clients to achieve their goals, develop ideas and bring media campaigns to life. I’m also excited to be stepping into a new industry-centric role at News, with a focus on growing revenue specific to the finance and insurance categories. I’m looking forward to continuing to develop the News Corp Australia value proposition and products in this space plus bringing new creative thinking to the category.
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Top image: Brittany Daniel