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.
How about they start with fixing that shitty logo?
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.
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.”
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