The Rupert Murdoch-owned publisher will work with Glue on all aspects of digital marketing for the tabloid newspapers, including online advertising, viral campaigns and other bespoke web projects.
Glue secured the account following a head-to-head shoot-out against Profero. A number of other agencies thought to include Play, which were ruled out in the first round of chemistry meetings. The review process was overseen by AAR.
NGN previously worked with Euro RSCG 4D Digital on online advertising campaigns for the tabloids. The agency declined to repitch for the business.
The review is follows the appointment of Ben Hughes at head of digital marketing at NGN, with responsibility for spearheading the expansion of The Sun and News of the World across emerging digital platforms.
"It was a very tough decision but ultimately we felt that the chemistry with Glue was spot on and we are delighted to have them on board," he said.