She is particularly focused on developing greater accountability through reporting and metrics, and greater efficiency through more precise audience targeting and measurable results. Abba and her strategy team play a key role in determining the new commercial behaviours and capabilities across all News International titles, platforms and new businesses.
She was previously Creative Solutions Director, having joined NIC in February 2009, where she oversaw double-digit revenue growth. In 2002 Newbery joined Universal McCann as Planning Director, responsible for a high-profile brand portfolio including L’Oreal, T Mobile and Intel, before leaving in 2004 to join the Almond Partnership as its founding Head of Planning. She re-joined Universal McCann in 2005 and became managing partner in 2007, and was a key contributor to the development of their global planning process. Prior to her time at Universal McCann she was Communications Planning Director at Carat.