Foxtel’s Kayo Sports has appointed the Havas Group to help build the proposition for the new streaming brand.
Havas has been working with the newly-launched platform behind closed doors since the beginning of the year while the service was built.
After a soft launch earlier this month, Kayo Sports was officially unveiled on Monday.
The agency group was tasked with developing Kayo Sports’ brand architecture, customer value proposition, brand name, brand identity, communications strategy, and creative campaign.
The partnership involves the full breadth of the Havas Group, with Host/Havas, Havas Media, Red Agency and One Green Bean all helping build the Kayo Sports brand.
Carly Loder, chief marketing officer at Kayo Sports, said: “Havas’ ability to provide integrated solutions across the board has been integral in launching this game-changing product.
“Working together, we will continue to meet the rapidly evolving needs of the market and we’re looking forward to partnering with the Havas Group to help us bring them to life.”
Anthony Freedman, chairman of the Havas Group across Australia and New Zealand, said: “We’re delighted to partner with Kayo Sports on a range of projects. It has been a truly collaborative effort, drawing on the full breadth of our services and specialist expertise.”
Naren Sanghrajka, managing partner at Host/Havas, added: “It’s not often you get to launch a game-changing product and brand into the market.
“It’s been an incredibly exciting journey over the last year as we’ve worked through the formation of the business, product and communications.