RAZORFISH CATCHES CBC ASSIGNMENT
By Adnews Staff
New York-based advertising firm Razorfish has won the competition for the second phase of the CBC's rebranding effort. Razorfish beat out eight Canadian and three other foreign firms for the assignment, which involves developing a look and identity for the broadcaster to use this fall. The criteria by which firms were rated included an understanding and knowledge of Canada's broadcasting environment and the quality of past creative projects, said CBC spokesperson Ruth-Ellen Soles. Razorfish counts the Fox network and PBS among its clients as well as public broadcasters in Germany, France and Latin America. The first phase of CBC's rebranding effort, described as the development of an underlying strategy, was handled by Toronto agency Ammirati Puris last year. Ammirati did not participate in the review for the second phase. Razorfish's work will debut on October 1 in conjunction with the start of CBC's new season. It will be preceded by some print materials breaking in August.