Sensis has rebranded with cute animals and robots in a move to highlight the new digital focus of the directories business.
The new Sensis logo features Dash the mouse, which CEO John Allan said represents agility, adaptability and resourcefulness.
“The instantly recognisable character illustration brings a warmth and human touch to our brand while being flexible, helpful and, most importantly, encouraging,” said Allan.
Dash won’t be alone, as Sensis has also introduced friends Hazel the squirrel and Micky the robot. Sensis said Hazel “represents good value” while Micky “translates technical jargon into plain English.”
Sensis worked with Interbrand to develop the new brand. It was launched internally this week and will be rolled out across the Sensis products and services over the next few months, the company said.
A customer communications program about the new brand will commence in the next few days, it said.
Sensis, the publisher of the White and Yellow Pages, has been trying to transform itself into a digital-first company.
Telstra recently sold Sensis to Platinum Equity, though the telco retains a 30 per cent stake in the company and recently proposed 800 layoffs.
Allan said print will continue to be an important source of revenue, but that the company’s key focus going forward will be digital.
“Throughout our 134-year history, Sensis has always found ways to innovate, he said. “Some of our products have existed since 1880 and over the years we have innovated to ensure they remained relevant to Australian businesses and consumers.”
“Businesses need a partner that is able to deliver engaged customers to them, across a number of digital platforms and channels. That’s what we intend to be.
“We want to be simple to deal with, faster and continue to meet the needs of our customers in the evolving digital media market. We are investing heavily in this area to deliver our customers greater services and value.”
Adam Bender covers digital marketing and emerging technology for CMO and is the author of dystopian sci-fi novels We, The Watched and Divided We Fall. Follow him on Twitter: @WatchAdam
In the third and final episode of our 3-part CMO50 video series exploring modern marketing and why it’s become a matter of trust, we’re delighted to be joined by Telstra’s former CMO and now digital services and sales executive, Jeremy Nicholas, and Adobe VP Marketing Asia-Pacific and Japan, Duncan Egan.
Flash back to the classic film, Willy Wonka and the Chocolate Factory. Television-obsessed Mike insists on becoming the first person to be ‘sent by Wonkavision’, dematerialising on one end, pixel by pixel, and materialising in another space. His cinematic dreams are realised thanks to rash decisions as he is shrunken down to fit the digital universe, followed by a trip to the taffy puller to return to normal size.
Why is it there is no shortage of leadership development materials, yet outstanding leadership is so rare? Despite having access to so many leadership principles, tools, systems and processes, why is it so hard to develop and improve as a leader?
As a nation united by sport, brands are beginning to learn money alone won’t talk without aligned values and action. If recent events with major leagues and their players have shown us anything, it’s the next generation of athletes are standing by what they believe in – and they won’t let their values be superseded by money.
Enterprisetalk
Mark
CMO's top 10 martech stories for the week - 9 June
Great e-commerce article!
Vadim Frost
CMO’s State of CX Leadership 2022 report finds the CX striving to align to business outcomes
Are you searching something related to Lottery and Lottery App then Agnito Technologies can be a help for you Agnito comes out as a true ...
jackson13
The Lottery Office CEO details journey into next-gen cross-channel campaign orchestration
Thorough testing and quality assurance are required for a bug-free Lottery Platform. I'm looking forward to dependability.
Ella Hall
The Lottery Office CEO details journey into next-gen cross-channel campaign orchestration
Great Sharing thoughts.It is really helps to define marketing strategies. After all good digital marketing plan leads to brand awareness...
Paul F
Driving digital marketing effectiveness