Sling Media

the Challenge

Sling was faced with increasing competition from streaming services like Netflix and HBO GO, so they looked to Cunningham Collective to reinvigorate the brand.

the A-Ha

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.

the Results

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.