Redefining the Future of TV

As a global media, technology, and advertising leader, Comcast Advertising has always fostered powerful connections between its multiple brands and its consumer. In 2019, Comcast's advertising sales division Spotlight, elevated its traditional business model, by moving away from spot-cable delivery, into the more effective data-driven capabilities, technologies, and multi-screen universe. In order to reflect this new mission, it would also need to change its brand.

As the first step in its rebrand, Comcast Spotlight needed to rename itself, to reflect its more enhanced and effective capabilities. Effectv (pronounced “e-FEC-tiv”), would highlight the effectiveness of TV advertising as the world’s most powerful medium, with a new focus on attribution and performance. With wordmark in mind, we created a logo to match the name. The slanted, lower-case letters reflect the new brand's personality: modern and bold, yet optimistic and relatable, with a purposeful connection of the letters' t’ and 'v' - placing a subtle emphasis on the platform. The open-ended frame represents the ever-evolving innovation of television screens. And finally, the color spectrum is derived from the Comcast-NBC Universal logo,   and the iconic NBC peacock design that debuted in 1956.

The new identity helps convey a fresh, innovative, and empowering brand across all of Comcast’s creative, as a backdrop and connector to all its client segments. By highlighting these audience segments and consumer personas - within the logo, Effective brought a much needed humanizing, and one-of-a-kind approach to the Ad Tech and media industries.

At FreeWheel, the technology arm of Comcast Advertising, our DNA is to constantly innovate our products when serving our customers. Through the Now You Can brand campaign, FreeWheel aimed to establish itself as the industry's most valuable TV advertising partner for buyers and sellers but to also to help and educate and remove the fear of technology. The company has transformed from being a well-known ad server for video publishers to an industry leader that powers the buying and selling of TV advertising in a leading marketplace. We're unifying the linear and digital worlds in ways no competitor can. The campaign's hook that drives this positioning home is Now You Can. This messaging speaks directly to the innovation, enablement, and control we provide to our clients across all media. The language was simple, repeatable, and shared a positive attitude. We featured rich and bold photography behind the wheel, which showcased consumers and media professionals. While ad technology competitors often use images of customers on devices in a cluttered environment, we focused on consumers enjoying watching media.