News Corp Talks Up Digital Credentials in Australia

MuMbrella: A programmatic play, a content marketing studio and a data partnership were the three  major commercial initiatives unveiled at News Corp.’s “Come Together” upfront-style event held in Sydney, Australia. The evening saw the company look to strike a new position in the market, playing up its digital assets with scant mention of its print products, other than as part of its portfolio of “strong brands.” New metro publishing director Damien Eales pledged to make it easier for agencies and marketers to work with the company’s sales teams with one point of contact across assets, while the company also pledged a new focus on innovation.