With Collective picks up place on Foxtel roster

With Collective has picked up a place on the Foxtel creative roster to assist the entertainment provider with its customer and acquisition marketing, retail, data and digital communications.

Mumbrella understands the agency is still engaged with Singtel Telecommunications working with Virgin Mobile, however, the agency is no longer working with Optus.

One of Optus’ main rivals, Telstra, owns 50% of Foxtel, with the remaining stake owned by News Corp.

Justin Hind, With Collective CEO and co-founder, said: “Foxtel’s progression and ambition that marries them with platform reinvention, technical leadership and superiority in content is second-to-none.

“We are thrilled to have been welcomed on board by such a directional and revolutionary brand, and are excited combine data, technology and creativity as we set about delivering their dynamic business goals.”

Jesse Stephens, director of customer and propositions marketing at Foxtel, said With Collective were the right partner for the future.

“Their unique combination of consulting, data, tech and creativity all built around delivering end to end customer experiences is what we need to deliver on our vision. Their unique approach to solving business problems through a highly collaborative customer focus really resonated with us.”

In November last year TBWA won the creative account for Foxtel and Fox Sports and will continue to work with the brand and its in-house agency Felix.

In April, Foxtel announced it was repositioning itsrlf as a brand and content platform for everyone, “not just the privileged few”, with new logos, branding and the official launch of streaming service Foxtel Now. Conceding that the brand’s previous logo with big block capital letters and burnt orange colouring was “almost like when someone sends you a text message all in capital letters”, Foxtel CEO Peter Tonagh said the brand had been seen as “quite aggressive, quite arrogant, quite elitist” for some time.

Foxtel’s recent rebrand was met with mixed reactions

Amber Elliott, head of acquisitions and customer comms at Foxtel, said: “The chemistry from the day we met has been brilliant, they understand and appreciate customers as much as we do and the whole team is really excited to be working with the With Collective team.”

Earlier in May, Dentsu added With Collective to the Isobar group joining fellow agency Soap.