Foxtel picks DDB to ‘reimagine brand’ following pitch

DDB Sydney has won the Foxtel branding and retail account following a six-way pitch.

Foxtel’s logo following its rebrand by Maud

DDB will now lead Foxtel’s roster of creative agencies, which currently includes With Collective and Marcel.

The move comes several months after TBWA and Foxtel ended their working relationship, with the latter claiming the agency was never a retained agency. 

TBWA had worked on the Foxtel Now streaming launch campaign, which coincided the brand’s new logo. 

It also created a series of ads featuring Australian film star Chris Hemsworth from 2016.

Speaking to Mumbrella, Foxtel CMO Andy Lark said: “We have got a mountain of innovation we are bringing to market, and now with cricket we have a 12-month season of sport.

“We needed an agency with significant scale in retail and we need to reimagine the Foxtel brand , and these were the two elements we found in DDB. ”

Lark was unable to reveal the account’s timescale, but said new work from DDB would be released imminently.

Lark, a former CommBank and Xero CMO, joined Foxtel as chief marketing officer in January this year. 

In the same month, Foxtel’s CEO Peter Tonagh left the subscription television service following its merger with Fox Sports.

DDB was contacted for comment.


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