Five has appointed Dave, the Engine Group-owned branding agency, to spearhead a complete rebrand of the broadcaster’s portfolio of channels and properties.
The agency will revamp the on and off-air identity of channels including the main Five channel, Five Life and download service Fivedownload, which is due to relaunch later this year (MW December 6, 2007). Lisa Opie, director of content, pitched the business last year, but insisted advertising agency Vallance Carruthers Coleman Priest (VCCP) would remain on board (MW November 29, 2007).
The refresh comes less than three years after the terrestrial channel was last rebranded and 15 months after the launch of digital offshoots Five US and Five Life (MW September 19, 2006) .
It also comes after the broadcaster wrested Australian soap Neighbours from the BBC. It is shifting its news slot back to 5pm so it can air Neighbours before existing Aussie soap, Home & Away, at 5.30pm. The refresh is not expected to be in place by February, but it is planning an ad campaign to announce the arrival of the soap.
Opie was handed responsibility for marketing services following the departure of marketing director Jane Scott late last year. The portfolio refresh is her first major project.
A spokeswoman for the broadcaster says everything will be reviewed and considered. She says Dave has been briefed to create a look and feel, both on and off-air, which “injects attitude and personality into the brand”. Five appointed VCCP to handle its £5m ad business in April 2006 after a pitch overseen by the AAR.
Opie adds the broadcaster “needs” a change to reflect the next stage of its development.