marketingmag.com.au70 SPECIAL
MARKETING 2019The new tone of voice would then extend into all of
10’s collateral, from on-air promotions to external
communications such as media releases and marketing
materials. McGarvey says, “We had a new brand, but it was
important for us that the new brand lived across all our
platforms to really bring it to life. The new tone of voice
liberates us and allows us to be more positively twisted.”
The brand idea, positively twisted, is central to the
tone of voice with Cargill explaining, “It’s almost become
the fi rst and the last question you ask: ‘Is what we’re
developing here positively twisted?’ It’s not about being
the funniest brand out there; it’s about really connecting
with the audience and using the entertainment basis of
the business to deliver that. Sometimes that means going
really far out there and cheeky but, at times, we’re going
to have to be quite straight in our delivery.”
MEASURING THE SUCCESS
The hopes for the rebrand are threefold. First, the goal is
a sense of renewed confi dence and pride in the business,
and Bull says the network is already seeing strong
signals of this. “It fulfi ls its primary purpose of giving the
business something to rally around,” he says.
McGarvey agrees, adding, “It’s been great seeing
everyone across the company get on board. When we fi rst
explained it to people, they understood it straightaway
and really embraced where we wanted to go with it.”
On the viewer side, the intention is for a signifi cant
qualitative impact as this newfound confi dence is
conveyed to viewers. Practically, the work to bring the
multi-channels in line with the master brand is designed
to increase awareness of these off erings and, in turn,
audience share. Of course, an uptick in ratings will be
one way of gauging the success of the rebrand and, after
one month, 10 Bold has already seen its commercial
share grow. But the ultimate measure will be the share of
advertising dollars.
“Just one percentage point of share movement is many
millions of dollars. So it can have quite an immediate
impact if people start to feel more confi dent in the network
and believe in its resurgence. It can really pay for itself quite
quickly,” says Bull.
While fi nancial results such as these will take time,
both 10 and Principals are more than pleased with the
project. McGarvey sums it up, “We’re loving the new
look, feel and tone of voice. It perfectly describes who we
are and where we want to go. Viewers, advertisers and
staff are really digging it and we’re enjoying building
stronger connections with all our stakeholders in this fun,
new way.”Full disclosure: Brooke Hemphill is a marketing,
communications and PR consultant of whom
Principals is a client.