Foxtel has announced the appointment of Saatchi & Saatchi as its strategic advertising and creative agency.
B&T understands the account is worth around $2 million, while much of Foxtel’s creative will remain in-house.
Saatchi & Saatchi has snared the business away from DDB who had only held the account since July 2018.
Kieren Cooney, Foxtel’s chief marketing and sales officer said: “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 include our advanced iQ3/4 set top boxes, Ultra HD channels, the New Foxtel Experience user interface including the integration of streaming apps such as Netflix and ABC iview, a complete refresh of our traditional channels along with huge increases in on demand content, and the launch of our Foxtel First loyalty program.
“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 have 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.”
Saatchi & Saatchi Australia CEO Anthony Gregorio said: “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 multi-agency agency review conducted by Foxtel over recent months.