Liquid will now take charge of the direct marketing for the broadsheets' subscription drive, as well as providing a customer relationship management programme for the brands. The agency will also create new-media campaigns.
Liquid, which was handed the account without a pitch, has been working for News International recently on a project basis. The agency will now work with Rainey Kelly Campbell Roalfe/Y&R, the above-the-line agency for The Times and The Sunday Times, to develop an integrated creative strategy.
Andy Annett, the managing partner at Liquid, said: "The national newspaper industry in the UK is uniquely challenging. The Times and The Sunday Times are fantastic products with strong brands working in a highly competitive market place. Times Newspapers has some innovative and exciting plans."
RKCR/Y&R recently produced the "Are you getting the full picture?" campaign for The Times and The Sunday Times, which won a silver Lion at this year's Cannes Advertising Festival. The roster also includes Maher Bird Associates and Carat.
In recent years, News International has preferred to use below-the-line agencies on a project basis only. By hiring Liquid on a permanent basis, it is following News Group Newspapers' lead - its fellow News Corporation company uses TBWA\GGT as its direct agency of record for The Sun and the News of the World.