Multinational cable, fibre, telecommunications, content and media company Altice has announced a new unified global strategy, which it says represents a new step in the Group’s evolution to strengthen its industrial and operational platform. This follows Altice’s transformation into a leading transatlantic telecoms, content and advertising company serving more than 50 million customers around the world.
To epitomise this evolution, Altice has unveiled a new global and multi-local branding strategy: The transformation from a holding company with a collection of different assets and brands around the world, to the establishment of one unified global group with one single brand – Altice – that reflects the international and digital nature of its business while reinforcing Altice’s multi-local knowledge and experiences.
Following 15 years of innovations, acquisitions and growth based on the vision of one entrepreneur – Patrick Drahi – this step unites and strengthens Altice’s businesses, which share one telecoms-content-advertising strategy, one execution model, and one common mission.
Altice Global Brand Creation and Details
To support the transition to one unified brand, Altice has worked with Publicis Groupe and the US operations of design agency Turner Duckworth to create a new brand campaign inclusive of a new identity and new logo. The pillars of the new brand identity embody Altice’s global and local dimensions in telecoms, content and advertising.
The New Altice Identity & Logo: The Path
The logo is a path; it is open and free of any borders or background, intended to represent Altice’s timeless aspirations to continuously innovate and reinvent the future to meet customers’ evolving needs. It reinforces the strength of the Altice brand, and the path which Altice and its customers take together to experience the future.
The Altice Corporate Tagline: Together Has No Limits
The tagline proclaims the Altice vision: that when we come together, there’s nothing we can’t achieve. ‘Together’ because combinations are in Altice’s DNA – global and local; America and Europe; technologies and talent; telecoms, content and advertising; services and products.
Benefits of One Brand: Customers, People, Stakeholders
Benefit to Its Customers: With one common brand, Altice will be in a position to create a unique, seamless and simplified experience for customers in a world where consumers are surrounded by global brands.
Benefit to Its People: Building a unified and integrated group under one common brand, Altice has standardised common values and mindsets that maintain the same entrepreneurial spirit and dedication that have driven the Group to where it is today. Altice is reinforcing a culture that inspires the collaboration, innovation and energy that colleagues, customers and partners expect when they engage with Altice.
To support this effort, Altice is implementing several internal programmes:
Benefit to Its Stakeholders: Altice is launching new global philanthropic strategy under the Altice Foundation that will cover global and local philanthropic activities, mainly around Education, Entrepreneurship and the Arts.
The Altice name, brand and new logo will replace the current brands at each of Altice’s operating companies. It is expected that all commercial brands will have completed the transition process by the end of the second quarter of 2018.
The B2B brands will transition to Altice Business.
The telecoms sub-brands in select areas – Red in France; Moche, Uzo and Sapo in Portugal; Next TV in Israel; the media news brands (News 12 Networks, i24NEWS, BFM, RMC); press brands of SFR Presse (Libération, L’Express, etc.), and Teads will not change.
With both global and local scale, Altice says the new brand strategy will increase productivity and generate efficiency savings in marketing spend, creative, media buying and other related functions. The savings will enable continued investments in the businesses.
“One group with one brand, Altice,” declared Michel Combes, Altice CEO. “Altice is today entering a new era, following its transformation into a global leader in telecoms, content and advertising. Operating as one unified organisation, Altice will reinvent the future of the customer experience through an enduring commitment to deliver innovative, best-in-class products and services that unlock the limitless potential of our customers and our people. This is our path, this is the Altice path.”