- Guardian Newspapers is to seek an advertising agency for its award-winning network of websites, Guardian Unlimited, as the publisher prepares to back its internet presence with a five fold increase in marketing spend.
The appointment of a separate agency for Unlimited comes as the flagship site, News Unlimited, is to be renamed Guardian Unlimited and becomes the hub of the network. The move is designed to strengthen the Guardian's reputation as an online news provider.
In addition the homepage has been redesigned to allow users easier navigation of the expanding range of content on the network.
The creative agency will be working with the soon-to-be-appointed marketing director of Guardian Newspapers and the Guardian Unlimited team. An undisclosed long list of agencies has been selected and a shortlist will be announced within the next two weeks. The agency appointed will work with the Guardian's agency of record, Partners BDDH.
Carolyn McCall, Managing Director (Designate) said: "Guardian unlimited has enjoyed a period of immense success. Simon Waldman and his team have won four major awards this year alone. The announcements today are just the beginning of an exciting period of internet development for the division and we will be investing both financially and in terms of commitment to ensure we keep ahead in this fast-moving part of our media business."
While the main focus of internet activity centres around extensions of the Guardian brand sister title, The Observer, gets its own website, www.observer.co.uk. This will allow the Observer to have its own dedicated home on the net and a platform for users to access more in-depth background including audio and video material of the Sunday paper's own agenda setting scoops, such as "Lobbygate".