Entertainment appoints FutureBrand for brand refresh

Entertainment, best known for its book of hospitality and lifestyle offers, has hired FutureBrand to reshape its brand and customer experience as it transitions into a digitally-focused business.

Entertainment used the FutureBrand Index to measure its customers’ perception of its brand, and found it has an opportunity to invest in its personality and storytelling to build a stronger emotional connection with all its stakeholders.

Entertainment is undergoing a rebrand with FutureBrand Australia

FutureBrand will use its ‘sprint’ methodology to work on Entertainment’s brand strategy, identity to voice, content and experience. The agency’s teams will collaborate closely in order to strengthen the link between the brand’s purpose and experience.

Entertainment chief customer experience officer, Linda McDonald, said: “We’re excited to partner with FutureBrand and their energised approach to brand customer experience.

“As we move from a publishing, loyalty brand to a more responsive, rich and personal digital experience, we feel FutureBrand will breathe new life and a fresh perspective into the brand that will resonate with existing and new customers to deliver to our business strategy.”

FutureBrand Australia CEO Rich Curtis, who acquired the agency’s local operation from IPG last year, added: “We’ve already got to work on the Entertainment brand using our ‘sprint’ methodology to kick-start their transformation. It’s great working with a team who value collaboration as much as we do, uniting strategy, identity and experience into one. What’s more, as a member of Entertainment myself, it’s great to be able to play a part in the brand’s future.”

Last week, the Asian Football Confederation revealed the new branding of its national and club competitions, which was executed by FutureBrand Australia.


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