It’s tough being really expensive in a very competitive market, but Foxtel has been working hard to add value to what it offers, with advanced iQ3/4 set top boxes, Ultra HD channels, integrating streaming apps such as Netflix and ABC iview, a complete refresh of its traditional channels, huge increases in its on-demand content, the launch of its Foxtel First loyalty program…
…and a new agency. Foxtel has left DDB Sydney and appointed Saatchi & Saatchi to help it build business momentum again.
Kieren Cooney, chief marketing officer, Foxtel, stated, “We have created new momentum at Foxtel over the past two years through major innovations which provide our customers the best in TV and on-demand, all in one place.
“These innovations are just the start of providing our customers with a completely new experience of Foxtel and giving Australians even more reasons to choose us. Now is the right time to bring all this to life in our brand and we are very pleased to appoint Saatchi & Saatchi as our brand and advertising partner.
“In making the change, we also want to acknowledge the great work that DDB has produced for us in recent years including the iconic I want it all campaign. While now is the right time for a change, the team at DDB have been a great partner for us and we thank them for their contribution.”
Anthony Gregorio, chief executive officer, Saatchi & Saatchi Australia, stated “It’s an honour to work on an iconic brand with the rich heritage of Foxtel. We feel like they’re coming home, as our previous work for Fox Sports is something we’re still proud of to this day. Their vision for the future is exciting and we are delighted to be part of it.”
Saatchi & Saatchi’s appointment follows a recent multi-agency agency review conducted by Foxtel.