Paykel’s rebrand to Involved Media makes it a ‘challenger’, says Sarah Keith
Newly rebranded Involved Media’s managing director Sarah Keith dives into the decision to move away from the Paykel Media name in this chat with Mumbrella’s Zanda Wilson.
“The key is we really wanted to reposition as a challenger brand, where you’re neither the market leader nor a niche offering.”
Paykel Media is rebranding to a new name to become, Involved Media. The independent media agency is getting a facelift after 22 years explains managing director, Sarah Keith.
“A challenger brand is characterised by a mindset which is about having business ambitions beyond conventional resources, often based around value that we can offer to clients which other brands can’t,” Keith explains.
