Switched On Media drops the word ‘media’ to lose ‘traditional connotations’
WPP’s digital agency Switched On Media has rebranded to Switched On, dropping the word ‘media’ to lose any traditional connotations with the word.
Chris Hitchcock, managing director of Switched On, told Mumbrella: “Dropping the ‘media’ from our name to become Switched On was almost a no-brainer, the name ‘Switched On Media’ and the acronym SOM is part of who we have been but it really has connotations of traditional media, above the line, but also pigeon holes us down a particular route and our business for a long time now has been much more diverse than that.”
The rebrand comes just after the agency’s 10 year birthday.
“We had the same branding, the same name for the majority of that time and it really felt like a fantastic opportunity to revisit that but also the name and the current brand didn’t really match what we were about, our values but also what we actually do and what our capabilities and the skillset within the business actually is,” Hitchcock continued.
The digital agency’s offerings include paid media, social media, SEO and research and data.
“The name Switched On Media didn’t really encapsulate what we are and what we do as an agency.”
Hitchcock said the new branding aims to reflect its “people are our currency” core belief.
“What we’ve tried to do with this brand is have people at the centre, whether that be the assets, whether that be the name itself, it’s all to reflect our people and our values, the value of simplicity in particular.
“Our values include things like family, we see ourselves as an extended family with our people at the centre of that so that’s reflected in the visual identity we have gone with.”
Hitchcock identified talent and adapting to change as challenges the industry is currently facing.
“10 years ago the iPhone was being launched…just think of the fundamental change that has had on the world and human behaviour alone so when people ask me what’s going to happen in the next five to 10 years, I just revert back to that and say well if you can predict five to 10 years into the future you are a smarter person than me.
“We just need to be agile and in a position where we are able to adapt so we’ve got our finger on the pulse of what’s going on and we have the ability to shift our thinking quickly.”
Switched On has worked with clients including People’s Choice Credit Union, JLL, Vision Personal Training, Nude By Nature and Cancer Council NSW.
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Not sure it’s even worth the new stationery bill…
Hardly going to make a “top news events of ad industry 2018” list.
And hardly likely to be the deciding factor in winning/losing new business pitches.
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