PHD Media Worldwide > News > PHD Melbourne grabs ‘headline’ prize at The Age’s Agency Newsroom Challenge
April 5 2018

PHD Melbourne grabs ‘headline’ prize at The Age’s Agency Newsroom Challenge


Teams from eight agencies across Melbourne participated in an Amazing Race/Cluedo style challenge which showcased Fairfax’s high profile editorial talent, led by Richard Baker – one of Australia’s most experienced and decorated investigative journalists. Baker told participants how The Age creates and values quality journalism and discussed its importance in today’s society as well as sharing some of his nail-biting investigative experiences.

“Feedback from our last ‘Breaking The Story’ agency newsroom challenge in Sydney was overwhelmingly positive so it made sense to replicate with our Melbourne agency partners. With our new platform for The Age in market which places great emphasis on our editorial content, it was an important opportunity to connect with our valued agency partners about the new products and value proposition for their clients,” said Jane Larkin, National Agency Director at Fairfax Media.

Participants included PHD, Zenith, Starcom, The Media Store, CHE Proximity, Mediabrands, Amplifi and Dentsu X. Fairfax congratulates the following category award winners:

  • Best Overall Story: Amplifi
  • Most Factually Correct: Dentsu X
  • Best Headline: PHD
  • Best Photography: Zenith

The agencies competed by following clues around the streets of Melbourne, observing and listening to actors playing out vital scenes o crack the case and shape the ‘biggest story of the year’. Participants then produced their own piece of investigative journalism, combining catchy headline and photography, which was submitted for judging by a team of Fairfax journalists including Alex Lavelle, Editor of The Age, to win major prizes.

The original article appeared in full in


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