Foxtel moves creative account from DDB Sydney to Saatchi & Saatchi

Foxtel has moved its creative account from DDB Sydney to Saatchi & Saatchi, following a multi-agency review.

DDB was appointed to the creative account in July 2018. Prior to that TBWA executed Foxtel’s creative work.

Kieran Cooney, Foxtel’s chief marketing and sales officer, said that it was the ‘right time’ to shift the account.

“We have created new momentum at Foxtel over the past two years through major innovations which provide our customers the best in TV and on demand, all in one place,” Cooney said.

“These include our advanced iQ3/4 set top boxes, Ultra HD channels, the New Foxtel Experience user interface including the integration of streaming apps such as Netflix and ABC iview, a complete refresh of our traditional channels along with huge increases in on demand content, and the launch of our Foxtel First loyalty program.

“These innovations are just the start of providing our customers with a completely new experience of Foxtel and giving Australians even more reasons to choose us.

“Now is the right time to bring all this to life in our brand and we are very pleased to appoint Saatchi & Saatchi as our brand and advertising partner,” he said.

Cooney went on to thank DDB for their work, including the ‘I want it all’ campaign.

“In making the change, we also want to acknowledge the great work that DDB have produced for us in recent years including the iconic I want it all campaign. While now is the right time for a change, the team at DDB have been a great partner for us and we thank them for their contribution,” Cooney said.

Last year, DDB Sydney created a 2,000 square metre graveyard for Foxtel, ahead of the final series of Game of Thrones to pay tribute to the 100,000 deaths in the series. The work, done in collaboration with DDB Group’s PR agency Mango Communications, won a Gold Lion for Industry Craft at the 2019 Cannes Lions Festival of Creativity.

The graveyard for Game of Thrones developed by DDB Sydney for Foxtel

Saatchi & Saatchi Australia CEO, Anthony Gregorio, said of the appointment: “It’s an honour to work on an iconic brand with the rich heritage of Foxtel. We feel like they’re coming home, as our previous work for Fox Sports is something we’re still proud of to this day. Their vision for the future is exciting and we are delighted to be part of it.”

Mumbrella has contacted DDB Sydney for comment.

The last two years have brought a lot of changes to Foxtel’s marketing department. The subscription TV business lost director of content marketing Jo McAlister, group director of marketing John Casey, general manager of advertising sales and brand partnerships Andrew Mulready, head of sport marketing Adam Ballesty and CMO Andy Lark. Foxtel’s sport streaming platform Kayo also lost its chief sales and marketing officer Carly Loder. 

The business restructured its sales and marketing departments in October 2019, resulting in approximately 12 redundancies, including chief revenue officer – retail, Marco Miranda. Cooney stepped into the head marketer role in 2018 when Lark departed and under the new restructure all roles report in to him.


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