AFR appoints Howatson+Company as creative agency of record

In a move signalling a fresh chapter for one of Australia’s most respected media brands, the Australian Financial Review has appointed Howatson+Company as its new creative agency of record.

The partnership comes as AFR, part of Nine’s publishing division, looks to evolve its brand identity to better reflect its standing in a modern media landscape, without losing the authority and trust it has built over more than 70 years of reporting on business, finance, and politics.

Howatson+Company’s remit includes brand strategy and creative development and starts immediately.

AFR front page from July, 2024

“It was clear to us from the first meet-and-greet that the team at Howatson+Company shared our passion for the Financial Review, and had a strong vision for how we can continue to grow into the future,” said Vera Straubinger, Head of Brand & Acquisition at Nine. “We're excited to partner with them as we embark on this next chapter and build on the AFR's legacy for new audiences.”

Chris Howatson, CEO and Founder of Howatson+Company, added: “The AFR is one of the world’s premier news sources and to be trusted to further its influence is a very special task.”

The appointment marks a significant addition to Howatson+Company’s growing roster of high-profile clients. The agency, known for its work with brands such as the ABC, Domain and Honda, continues to cement its reputation as a go-to for brands.

This collaboration reflects a broader trend in legacy media investing in brand relevance to maintain loyalty and drive digital growth, as titles like the AFR compete not just with traditional rivals but with global platforms and niche business publishers.

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