Overview

In response to evolving consumer behaviours and rapid technological change, News Corp Australia undertook a significant transformation across its business. This shift called for not only new skills and capabilities, but also a renewed sense of purpose, collaboration, and belief in the company’s shared values.

We developed and launched a national Employee Value Proposition (EVP) campaign to support this transformation. The goal was to articulate a unifying internal narrative that reflected the company’s ambitions, inspired employees, and built advocacy from within.

At the heart of the campaign was a bold positioning line – We’re for the greater good. This idea captured News Corp Australia’s mission to inform, advocate, and inspire, while recognising the role its people play in creating meaningful impact every day. Through emotive, human-centred language, we celebrated the stories, values, and purpose that connect employees across the organisation.

The campaign was deployed nationally across the entire News Corp Australia network. The rollout included a comprehensive suite of touchpoints: rebranding of office environments, internal communication toolkits, digital screens and posters, intranet and website content, eDMs, careers site updates, and refreshed onboarding and learning materials.

The result was a cohesive and emotionally resonant campaign that helped galvanise the internal culture and aligned employees behind a clear, shared vision for the future.