Mango PR: We want to be DDB’s hot little sister
PR agency Mango has gone through a rebranding to position it as ad agency DDB’s “hot little sister”.
The project, carried out by Interbrand, has included creating a new logo and a bespoke typeface for Mango’s Sydney, Melbourne, Auckland and Hong Kong offices.
Simone Drewry, managing director of Mango Sydney, said: “We were born in 2000 in Auckland and Sydney in quite an organic way for DDB clients needing PR help.
“Mango has now developed its own sense of independence and grown on both sides of the Tasman. We are a boutique agency within a big corporate, but our external persona did not reflect that.” The agency’s capabilities have grown to include event execution, experiential and retail activation along with traditional PR.
Were they trying to bury this wankfest today?
Do they have a website yet?
not sure about the hot little sister positioning, on any level, but love the idea and execution of the Mangolian fonts
(careful with typos!)
Good question, Jo. yes they do (sort of): http://www.thisismango.com.au/
Cheers,
Tim – Mumbrella
OOOoooooooo… Nice website.
That’s not a website. It’s a WE ARE UNDER CONSTRUCTION notice where their website should be.
They are in PR you say?
And they announce themselves before they have built a website.
Interesting um. strategy.
Hot little sister? They aren’t very good at p.r. for their own company.
Great identity to express “passionate relationships”. It is highly differentiated within the category, and bespoke typography really brings the tone-of-voice to life.