Got Milk? In Nova’s case, no thanks

How different things could have been.

Today marks 25 years since the launch of the Nova radio network in Sydney.

And former programming boss Dean Buchanan revealed that if ad agency Saatchi & Saatchi had had its way, the station would have been called Milk.

Speaking on an episode of The Game Changers podcast this morning, Buchanan revealed that before the launch, Saatchi & Saatchi was asked to help with the brand

“We got to the office and opened up the door and there were all of these empty milk containers. We got up to our offices, there’s milk on the desk, the boardroom is full of milk. ‘What is going on?’

“We had a meeting with Saatchi & Saatchi, and we got the whole ‘You’re a fresh brand. You deliver every day. Your name is Milk.'”

“That was a no.”

Instead, the Nova name came from the network’s national creative director Mark Stevens. Thank goodness.