Project Darwin: News Limited rebranding strategy

Crikey understands the following briefing document has been given to several people in at least three advertising agencies, who have been asked to pitch for the creative work to re-position News Limited as News Australia.

The document, leaked exclusively to Crikey, contains the rehabilitation strategy set to be deployed across all mastheads and divisions, detail on internal market research, the wholesale changes demanded in “culture and values” and the secret business strategies on website pay walls and realigned brands.