Harley gets DNA match

The former editor of Women’s Health, Felicity Harley, will lead a new female-focused content initiative from News DNA, the new digital team inside News Corp Australia.

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Felicity Harley will lead join News DNA to lead a new female-focused content initiative.

The project, a site targeted at the female audience, will launch in the New Year, does not yet have a name and will be edited by Ms Harley.

News DNA head Nicole Sheffield praised Ms Harley’s record of developing brands, campaigns and content that connected with consumers.

“Felicity is an incredibly talented editor,” Ms Sheffield said. “Under her leadership, this new digital brand will engage Australian women. We’ve done extensive research and we’re very confident we are building an Australian brand women will want to be part of.”

Ms Harley spent nine years as editor of Women’s Health, which she transformed into one of Australia’s top women’s lifestyle magazine. In her 18 years in the industry, she has been deputy editor of Cosmopolitan, editor of Cosmopolitan Style and a journalist with WHO and Cleo.

She appears weekly as a media commentator on the breakfast TV show Sunrise, plus The Morning Show and Daily Edition. She was co-host of health and wellbeing series Live Well.

“Building and curating for a new brand is thrilling,” Ms Harley said. “I’m confident Australian women will see this site as an important part of their everyday life.”

Sheffield appointed chair of IAB board

Meanwhile, Ms Sheffield has been appointed chair of the Interactive Advertising Bureau Australia board.

She replaces Yahoo7 CEO Ed Harrison who served two years in the role.

Ms Sheffield will work closely with the board and newly appointed CEO Vijay Solanki to help shape the future of the digital industry and ensure it prospers.

Ms Sheffield said the next two years will be significant for the “fast growing and dynamic digital industry”.

“The importance of digital daily ratings and evolution of measurement will be key to success, solidifying the opportunities that digital offers marketers and becoming essential in their daily lives and campaigns,” she said.

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