Octagon Rolls Out New Brand Identity

Global sports and entertainment agency Octagon, part of the Interpublic Group, has rolled out its new brand identity.  According to its chairman and CEO Rick Dudley: “Our new branding is a reflection of who we are today, and where we’re headed in the future. Simply put, where others see complexity, we see possibility. We are a team of 800 strong across the globe, using our unique blend of brains and creativity to predict, produce and perform for our talent and brand clients.” 

Attention is the world’s most valuable commodity, according to Octagon. The way that consumers engage with their passion for sports and entertainment has undergone a fundamental shift. The diversity of platforms and amount of content that is available to feed fan passion is unprecedented. 

Jeff Ehrenkranz, Octagon President, Marketing International said: “As an industry, we’ve never had to work harder to gain the attention of the people we’re trying to reach. There have never been more marketing messages, more choice or more channels and consumer attention span has never been shorter.” 

“We believe there’s really only one way to genuinely capture attention. And that’s to earn it. That’s why we focus on creating work that people seek out and choose to engage with. Through smart partnerships and generous ideas we’re dedicated to helping our clients tap into people’s passions and create meaningful connections,” said Ehrenkranz. 

Octagon will soon publish new insights from the agency’s study The Passion Shift. The 2016 version takes a look at sports fan’s propensity for sponsored Snapchat filters, cross-screening, fantasy sports, in-stadium habits and more. Today, every fan is determining the relative importance of their screens based on their own desire to consume, customise and create their very own sports experience. 

Earlier this month, Octagon acquired a majority stake in one of the Asia Pacific region’s leading branded entertainment and content production company, Milkmoney. Milkmoney will operate within the Octagon Sports and Entertainment Network, which consists of fellow sport, music and passion marketing agencies Octagon, FRUKT and Rogers & Cowan. Milkmoney will set up a London office with the support of Octagon but will also work independently with existing and future clients whilst being bolstered by the resources, experience and scope of the global network.