SiriusXM names Uncommon its creative agency of record

SiriusXM has named Uncommon Creative Studio as its creative agency of record following a competitive review. The review was conducted in-house and three agencies made the final round of pitching, according to SiriusXM. Uncommon’s first order of business was helping the North American audio entertainment company with a brand redesign, which is set to be unveiled Nov. 8 at the SiriusXM: Next Generation Industry & Press Preview event. Creative campaigns will launch in the coming months, according to the agency. Ad Age A-List & Creativity Awards Final deadline approaching for annual program Enter here SiriusXM had previously done project-based work with Translation, the most notable being its “The Home of Sirius XM” campaign. Several iterations of the campaign ran for two years and featured a throng of actors, musicians and celebrities living under one roof, doing everyday things while they discussed their favorite SiriusXM stations. Translation said it declined to pitch and declined further comment. When choosing a creative partner, SiriusXM was looking for an agency that had a strategy that could back up its creative offering, said Suzi Watford, senior VP and chief growth officer, who joined SiriusXM in January. “When we started to look for the right creative group to help us with this exciting next step, Uncommon was one of the few studios whose design capabilities matched their strategic and creative offering,” Watford said in a statement provided to Ad Age. “When we heard the rumors of their arrival in the U.S.—that cemented our decision.” The win is Uncommon’s first client appointment since it opened an office in New York, the agency’s first major hub outside of London. The expansion was facilitated by Havas taking a majority stake in the creative agency in July. “We set up Uncommon to help businesses in a moment of change,” said Nils Leonard, co-founder at Uncommon Creative Studio. “As one of America’s most loved brands embarks on its next chapter, whilst the country itself approaches a time of great change, we couldn’t be more excited to help SiriusXM redefine its place in the world with meaning.” Check out the latest Ad Age events and award programs This is Uncommon’s latest work for a large North American brand. Last year, it was tasked by Nike to relaunch the Jordan brand and it has worked with Pinterest and Beats By Dre. The agency is known for latching on to cultural shifts to make a statement, creating the “Britain Get Talking” mental health campaign for U.K. broadcaster ITV and repositioning Pinterest as the antidote to “doom scrolling” in a time of social media toxicity. Uncommon also recently helped the soccer video game FIFA rebrand as EA Sports FC after EA’s partnership with the soccer governing body ended.

SiriusXM names Uncommon its creative agency of record

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