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.
https://www.youtube.com/watch?v=DiEFNNjOHkg
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.
How about they start with fixing that shitty logo?
User ID not verified.
Only Foxtel’s audience (actual and potential) can “reimagine” its brand.
And that will depend on all the ways Foxtel chooses to interact with the market in the long term; not what its logo/packaging/tagline is this year.
User ID not verified.
Wasn’t this brand only recently ‘reimagined’ with a new strategy and identity? There’s nothing more predictable than a CMO arriving in a new role and swiftly proclaiming that reinvention is required…and thus the agency pitch and the shiny new brand campaign. Hoping the metrics go up a little on the usual scores and the bonus will be secured.
Rinse, repeat, rinse, repeat.
I look forward to the day a CMO rocks up and says something like, “a new ad campaign is not what’s needed here. I’ll be focusing my energy on customer empathy, product and platform innovation and the end-to-end customer experience.”
User ID not verified.
what’s the old saying…”only so much you can shine a s&?t”
maybe a few hundred thousand on yet another consultancy company to produce a winning structure? bad culture, bad technology, bad customer service…yeh a new brand will fix all of that….give the punters decent product with decent service at a decent price, who cares how you gift wrap it…wake up
User ID not verified.