"In a world of increasing fragmentation, it has become clear that the evolution to a single brand identity is essential from a strategic marketing standpoint and will result in heightened efficiencies," said Jim Sward, president and CEO of the CanWest Global System.
The move to a single brand identity will mean only one piece of creative work will need to be produced for all the stations. Until now, on-air and print creative had to be tagged with five different station brands. The new Global creative - the name Global in red with a quarter moon horizontal under the name - was produced by Lambie Nairn of London, England.
Doug Hoover, vice-president of programming and promotions at Global, said the company chose the British agency because it wanted a different look - "a look that was more European than you would normally see in Canada and the United States.
"Here, we all do the same thing, where in Europe, there is much more an image-art kind of feel to it," he said. "We wanted to get a European texture to it because we thought that would make us stand out from the rest of the crowd."
CanWest has a "hard earned reputation for being a top-notch independent local television broadcaster in Canada," he added. "This move is going to strengthen us at the local level. In addition, single branding will clearly provide our collective operations with a strong national presence."
CanWest operates television stations across all areas of the country except the province of Alberta.
Copyright August 1997, Crain Communications Inc.