Interactive shop Razorfish will lead a massive, mixed-media rebranding campaign for one of
Germany’s largest broadcasters, through terms of an agreement announced Thursday.
The work for Zweites Deutsches Fernsehen, or ZDF, entails Razorfish not only handling
the network’s online branding, but corporate identity work as well as brand development for
the network’s on-air programming.
It’s clearly a major win for Razorfish, which also has done work for Fox, PBS and NBC.
But it’s also likely to be a sizable effort.
ZDF is one of Germany’s two major television broadcast networks, and like its
competitor, ARD, ZDF is publicly funded. Prior to the legalization of German cable TV in
the 1980’s, the networks enjoyed an effective monopoly and have had to do little in terms
of marketing or branding.
That changed with the advent of cable TV in Germany. In large part, the networks since
have had to play catch-up to compete with an onslaught of new players with alternative
programming and flashy brand identities.
Razorfish’s team, headed by executive producer and client partner Maribeth Phillips,
executive creative director Bob English, and senior strategist Karl Cluck, thus is charged
with the task of helping ZDF brand itself and its TV and Web offerings. The new brand will
be something “contemporary” and “sophisticated,” while remaining consistent across ZDF’s
multiple content platforms.
“We want to emphasize the network’s commitment to maintaining its reputation for being
at the forefront of the new media revolution,” said Lee Hunt, head of Razorfish’s media and
entertainment practice. “As ZDF is one of the first German networks to establish an online
presence, we are truly excited to help further enhance their role as a sophisticated and
modern leader in their field.”
The branding effort is high-profile work in another sense: government-funded ventures
like ZDF (TV-owning households in Germany pay a monthly fee to support the networks)
typically are subject to a high level of scrutiny.
But like its partner, ZDF is optimistic about the work.
“Our goal is to provide a fresh look and feel for our overall brand; our on-air
presence, Web site, corporate identity, materials, and potential future platforms —
enabling us to maintain our loyal audience while attracting new and younger viewers,” said
ZDF spokesman Phillipp Baum. “We decided to collaborate with Razorfish on this expansive
project because we felt confident that they could maintain the integrity, brand equity and
traditional values of our quality programming.”
Billings were not disclosed for the work, which is slated for a June launch.
Nevertheless, it’s a sizable validation for Razorfish. Like many of its competitors, the
firm has been suffering from slipping revenues as offline marketers trim their budgets in
the current tough economic climate, and as dot-com clients continue to fall out.
And, as income from Web design and integration efforts slow to a trickle, expanding into
the traditional areas of brand consulting might be a good idea for Razorfish, as it seeks
to gain credibility with — and increased consideration in the marketing budgets of —
offline clients.
“We are honored to have been selected by ZDF to direct the design and development of
such an extensive rebranding project,” said Razorfish’s English. “Because of ZDF’s position
as one of Germany’s most prestigious broadcasters, we are thrilled to have the opportunity
to establish a long standing relationship with the company.”
The news also bodes well for Razorfish’s presence in the region, which recently suffered
the resignations of two members of its European management team.
