ViacomCBS Taps Droga5 to Rebrand CBS All Access

The revamped streaming service is set to roll out early next year

Droga5 will help ViacomCBS rebrand its streaming service. ViacomCBS
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ViacomCBS has chosen Droga5 New York as its creative and strategic partner for the rebranding of CBS All Access, the company’s streaming platform launched in 2014. Wieden + Kennedy also participated in the pitch, according to a person familiar with the matter.

“It is incredibly exciting to partner with such a storied and iconic entertainment company like ViacomCBS,” said Tim Gordon, co-chief creative officer at Droga5. “From the beginning of the process, we were in lockstep creatively, and the team at Droga5 cannot wait to tap into this synergy and create bold work for the rebranding of CBS All Access.”

A spokesperson for Droga5 said that Accenture, which acquired Droga5 last year, was not involved in the pitch. The win marks Droga5’s latest partnership with a media company: In recent years, it’s created a number of award-winning ads for The New York Times. It also created HBO’s Game of Thrones ad for last year’s Super Bowl, which starred Bud Light’s Bud Knight.

ViacomCBS announced plans to rebrand and expand CBS All Access, which hosts original series, library shows and movies, as well as live news and sports programming, earlier this year. The upgraded and rebranded platform is expected to debut at the start of 2021.

“This will be a truly differentiated streaming product, and we are very excited about the opportunity,” ViacomCBS president and CEO Bob Bakish said during the company’s last quarterly earnings call while discussing the service’s “transformation.”

That transformation has already started. Last month, CBS All Access got a facelift and an expanded programming library with shows from ViacomCBS brands like BET, Comedy Central, MTV and Nickelodeon.

The rebrand comes amid an acceleration point for the streaming industry, and for ViacomCBS. The company saw domestic streaming subscription revenue increase 52% in the second quarter of this year, it reported earlier this month.

CBS All Access operates as a subscription service; its cheapest tier comes with limited commercials at $5.99 per month, while its commercial-free plan charges $9.99 monthly. It’s unclear whether the prices will change as a result of the rebrand.


@Minda_Smiley minda.smiley@adweek.com Minda Smiley is an agencies reporter at Adweek.
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