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.
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.
Unfortunately, no amount of swapping agencies will change the fact your core product is horrible and over priced.
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other clients make more headlines, but Foxtel are an underrated choice as one of the very worst marketers in Australia to have as a client
bullying, cheap, disorganised and promiscuous.
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Shuffling deck chairs on the Titanic…
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I’m sure it won’t be a big disappointment to DDB except for maybe a few dollars they miss out on. They’ve done an amazing job creatively and this is how they get treated. Foxtel should be ashamed of how they treat agencies.
Invest in great content like Netflix and stop thinking you are still the only player in the market.
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Here they go again. Always easier to blame the agency rather than the CMO. DDB can finally breathe a sigh of relief. Saatchi’s, you have no idea what you’re in for. Good luck!
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Foxtel is thankless.
They make Vodafone look good as clients.
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I have Foxtel, Netflix and Stan. Last night I could not find anything interesting to watch on television.
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100%
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Anyone offering odds on a new logo in the next 12 months?
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Shocking client changes agencies after 18 months having changed agencies 18 months before that.
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Nothing like a foxtel article to stir some comments.
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Can we have a poll on the worst client in Australia? Vodafone versus Foxtel
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Surely Foxtel must hold the record for the account that has changed agencies more than any other brand since its launch. It will not be around in 2 years time because it’s overpriced and one gets bored with watching constant repeats…nothing new to see here…everyone please move on.
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Vodafone probably win.
Aus Post are a contender too – they seem to pitch most years. Crown Bet too
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looks like you can’t even roll it in glitter….
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S & S have just been given a hospital pass. Good luck growing that business! You’re going to need it. Foxtel have been shown up by all the new players in many areas.
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Too many agencies.
Too many shitty clients
No long term brand vision.
You can see it in the work.
The only work that wins awards are some one off meaningless stunts.
Clients move because they know someone At another agency who may have got them a job they didn’t deserve.
Because they’ve written a shitty brief.
Because they need to fill their time.
Meanwhile some media companies are left unchecked as clients don’t care or understand what they do – so they’re being secretly ripped off by some of the biggest media agencies in Australia whilst they’re chasing a new TV spot that they’ll change in 6 months.
When you add in the old boys club at the top…..
It’s a mess.
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In 2 years Foxtel have gone from to ‘bad joke’ to completely irrelevant. DDB are celebrating we hear!
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