DirecTV
Rebuild cultural and commercial momentum through brand reinvention, sport-driven storytelling, and an omnichannel strategy that renewed brand relevance and built sustainable growth.
BRAND LAUNCH / GO-TO-MARKET STRATEGY / EXPERIENCE DESIGN / MEDIA & ENTERTAINMENT
REIGNITING BRAND LEGACY
( 05 )
THE CONTEXTCut loose in a $9B divestiture from AT&T, DIRECTV needed to redefine its identity and prove it could still matter. The company faced rising churn, declining relevance in a streaming-saturated market, and a commercial tangle of product bundles, retail and distribution channels, and content deals.
THE APPROACH / THE CORE(D) POWERDissected the brand’s enduring core equity — live sports, reliability, and B2B dominance — and rebuilt its identity around those pillars while tapping into rising streaming fatigue. A cross-org effort, used a journey-based framework to architect the future-state omnichannel subscriber experience, then used it to inform the commercial strategy, product and content partnerships, and marketing plan. Connected creative storytelling and relaunch campaigns to signal a bold new era.
THE OUTCOME / CULTURAL COMBACKCatapulted back into relevance with Serena Williams as Wonder Woman, underpinned by a $7B commercial model engineered for growth. Subscriber growth outpaced the category, churn dropped 8%, satisfaction surged, and performance soared, driving $300M in quarterly profit and exceeding forecasts.
