Ad agency works on confidential Mix FM rebrand to Kiis in public view

Sydney creative agency Joy faces questions over its ability to protect client confidentiality after working for a number of days on a campaign for the rebrand of Mix FM to Kiis FM with the images clearly visible to passers by outside.

Joy 2DayFM image

The Redfern-based independent has been working on creative for a campaign on behalf of Australian Radio Network whose centrepiece is the move of breakfast hosts Kyle and Jackie O from rival station 2Day FM.

Images of the external view of the office were sent anonymously to Mumbrella over the weekend, and a journalist this morning visited the agency to verify that they were clearly visible. As of 8am today all of the artwork was still clearly visible from the street outside Joy’s offices. However, the Mumbrella journalist did not take photographs.

A spokeswoman for ARN told Mumbrella the radio network would be discussing the issue with the creative agency. “We take our agency relationships seriously and we’ll be discussing this with Joy,” said the spokeswoman.

Joy 2Day FM 2

Kyle Sandilands and Jackie Henderson’s time on 2Day FM ends later this week. ARN has confirmed it is in talks with the duo. It has been previously speculated that Mix FM will be rebranded as Kiis as part of the changes.

ARN told Mumbrella the creative and talent options were just one of a number of options being considered. “There are multiple scenarios for ARN next year but we will confirm that nothing has been agreed,” she said.

“We’re reviewing a number of talent and station options and Kyle and Jackie O are one of these. While our marketing team are preparing for every eventuality, the sharing of one of many draft concepts isn’t ideal.”

Mumbrella invited Joy to comment and the agency responded with a legal letter marked not for publication. It separately commented: “We never comment on speculation about brands or campaigns Razor Group may be working on”.

The eight month old creative agency is now co-owned by former Publicis Mojo executive Graeme Wills, and rebadged from US earlier this year.

The visibility of the campaign does not appear to be in keeping with best practice guidelines issued by industry body The Communications Council. The Communications Council’s standard client agency agreement and code of ethics both make clear the obligation of agencies to “respect confidentiality” and the “duty” of agencies not to allow confidential information into the public domain without the permission of the client.

The images of the artwork show the agency creating work around the slogan “2Day was yesterday” and “Today was yesterday.” The controversial breakfast show hosts earlier this month announced their departure from 2DayFM and have been rumoured to be in negotiations with ARN.

Nic Christensen 


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