Multi-award-winning creative communications agency W Communications has been appointed by The Independent to oversee its global media industry and consumer PR activity in the US and the UK – through W’s rapidly growing NYLON offering.
The Independent, which has been at the front line of journalism since its launch in 1986, is the UK’s largest quality digital news brand and one of the fastest growing news brands in the US. It is also famously dedicated to challenging, debating and making change happen.
In the US, W’s remit driven from its US HQ in New York, is to continue to boost the profile of The Independent brand among industry media, further establishing its presence in the US advertising market. It will also work to raise its profile more broadly among US consumers, establishing its US-based journalists as leading independent commentators with a unique global perspective.
W will support The Independent in the UK to amplify its core brand as well as that of Independent Media, which launched in May, bringing The Independent together with BuzzFeed UK, HuffPost, indy100, Tasty UK and Seasoned to create Britain's biggest publisher network for Gen Z and millennials. W will grow relationships with industry media as well as amplify The Independent’s reputation for truly trusted news, free-thinking comment and lifestyle and entertainment strengths – promoting its partnerships with music festivals and with purposeful organisations such as Pride London.
The Independent was the first legacy news brand to become a successful, fully digital business (in 2016). Publishing in six languages, and with a network of global correspondents, it sets itself apart with a commitment to stay away from pacts with political parties, and with its commitment to integrity, inclusion, innovation and independence as its guiding principles.
The appointment marks something of a happy reunion for the W and The Independent. The two previously worked together between 2010–2016 on some of the brand’s most iconic campaigns and initiatives – from award-winning work around the Soapbox debates during the run-up to the 2010 general election, to promoting its annual UK Happy List as an anecdote to the Sunday Times’ Rich List.
W’s NYLON offering combines the expertise of W’s US and UK teams to provide a seamless service for an increasing number of clients who operate primarily in these two markets. Our New York office specialises in helping UK brands break into and double down in the US – and has worked with brands from British Airways to Royal Ascot.
Warren Johnson, CEO & Founder, W Communications said: “We are so excited to be working with The Independent again. It was one of our founding clients when I set up the agency, and it seems serendipitous to be reunited in another highly charged election year! We were incredibly proud of the work we did together in those early days and I am looking forward to what we can achieve together again across both sides of the Atlantic, via our growing NYLON offering.”
Christian Broughton, Independent chief executive and former editor-in-chief said: “The Independent’s growth and outstanding success over the last decade has been unprecedented, and no agency knows our story better than W. I am delighted to have them back on board – led by an agency team I have known for more than 10 years. I am very excited to see what we can achieve together, as The Independent and Independent Media continue to take bold strides into the future.”
