Sling was faced with increasing competition from streaming services like Netflix and HBO GO, so they looked to Cunningham Collective to reinvigorate the brand.
Our work revealed that Sling is much more than “place-shifting,” which was their term for “TV everywhere.” They were actually redefining Smart TV across all screens and taking a maverick approach in doing so. Their refreshed brand needed to stake their rightful claim.
Cunningham Collective transformed the marketing approach, embedded as interim marketing leadership and a member of the executive team. We managed the marketing group through a repositioning, new visual brand identity, new website development, a major product launch, and shift toward more digital and social advertising. We also led the search resulting in hiring the permanent CMO.