Fairfax creates united Commercial Real Estate brand
Fairfax Media is to adopt the brand Commercial Real Estate for all its commercial property media assets across both print and digital.
Commercial Real Estate will be part of the Financial Review Group but will operate across both The Australian Financial Review and also BusinessDay in The Sydney Morning Herald and The Age.
“In the coming months, we will deliver a single sales point of contact and seamless integration of our products and services across the Fairfax portfolio,” said Brett Clegg, Financial Review Group CEO and publisher.
“This past year we have been taking feedback from our advertising partners about how to best meet their needs. We have now responded with this emphatic and transformative move, which is a major development for Fairfax and the commercial real estate industry,” Clegg said.
Fairfax says the move will help deliver better integrated advertising packages under the new brand. The company says it will soon appoint a senior executive to lead the team.
The move comes amid a number of changes at The Australian Financial Review with the newspaper yesterday revealing a redesign and also confirming plans to launch a business television program in conjunction with Channel Nine.
Nic Christensen
whilst seamless integration is the mantra we have all heard before, what actually happens to the individual brands ? — are they all disguised ( and forgotten) under a new all pervasive brand; cheapened and reduced in value ?
It seems a travesty to have built a brand over the years and then suddenly change it ; are you sending a message that the brand don’t work ? – classic example I can think of is : the new formula coke — and how long did that last and how quickly it was switch back .
marketing distater and loss making rebranding initiative to asy the least
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