WPP-backed The&Partnership is headlining a new in-house agency (or ‘on-site’ as they say these days), Pulse Creative, for News UK, owner of The Times, Sunday Times and various betting and gaming businesses.
Pulse Creative effectively takes over from WPP’s Team News, which was headlined by Grey. T&P’s CHI won back News UK’s creative business following the return of Rebekah Brooks to the Murdoch fold.
Pulse includes personnel from T&P agencies CHI, m/SIX and The Box alongside others from WPP agencies Wunderman and Mindshare – 70 in all.
News UK chief customer officer Chris Duncan (below) says: “We’ve worked with a great team to design an agency set-up that can work along side our business and accelerate our performance. The mix of on-premise and on-demand skills gives us a balance of immediacy and insight, and we can manage bigger ideas and better execution across so many disciplines. Pulse Creative allows our marketing teams to spend less time connecting diverse agencies with competing interests, and more time bringing great campaigns to life for our customers.”
On-site agencies seem to be the coming thing. Oliver Group, which started as a production agency but now offers a full digital service, now runs them for a number of clients through its rapidly expanding global network.