Mouse, squirrel and robot lead digital rebranding at Sensis

Dash the mouse to be symbol of agility, adaptability and resourcefulness, says Sensis CEO John Allan

Supporting characters of the Sensis rebranding.
Supporting characters of the Sensis rebranding.

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

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Signup to CMO’s email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Launch marketing council Episode 5: Retailer and supplier

In our fifth and final episode, we delve into the relationship between retailer and supplier and how it drives and influences launch marketing strategies and success. To do that, we’re joined by Campbell Davies, group general manager of Associated Retailers Limited, and Kristin Viccars, marketing director A/NZ, Apex Tool Group. Also featured are Five by Five Global managing director, Matt Lawton, and CMO’s Nadia Cameron.

More Videos

Great read. I agree that it should be a perfect balance between interacting with your customers and knowing your brand. As a business, yo...

Caroline Scott

7 ways CMOs can improve their customer engagement game

Read more

Very true. Team development helps improve collaboration among the team members. I was able to improve my team's collaboration skills by t...

Quent Sinder

Why empowering others can help make you a great leader

Read more

CRM is a very good software that can help you succeed in your business. In my company, this system has allowed me to improve customer rel...

Anna Janicka

Sensis rebrands to Thryv and brings business software to Australian SMBs

Read more

AI Leasing Assistants have finally arrived for the multifamily industry. With so many to choose from it can be hard to figure out which i...

Alice Labs Pte. Ltd.

CMO's top 8 martech stories for the week - 6 May 2021

Read more

Nowadays, when everything is being done online, it is good to know that someone is trying to make an improvement. As a company, you are o...

Marcus

10 lessons Telstra has learnt through its T22 transformation

Read more

Blog Posts

Why if marketing is all you do, you’ll never be very good at it

OK, so you’re probably thinking: “Here comes another article to badger me about living in my bubble.” And also, “I bet this bubble-bashing piece will go on to explain how I can achieve better results through some heady dose of new life experiences, new routines and annoyingly different opinions on social media.”

Dane Smith and Toby Harrison

Ogilvy Australia

A leader’s role in rebuilding a culture of confidence

Every day, there are new predictions and studies on the future of work, the state of the economy and the unfolding global pandemic. All of which creates uncertainty and heightens the imperative of effective leadership.

Michelle Gibbings

Workplace expert, author

Confused About Your Customers?​

​I've worked in brand and marketing for more than 20 years. But there’s one area where I’ve found myself going around in circles and I must admit I'm becoming increasingly confused.

Rich Curtis

CEO, FutureBrand A/NZ

Sign in