ONdigital awards on-screen identity contract

24th August 1998

ONdigital, the world's first digital terrestrial pay-TV service, has appointed CIA, the newly formed Creative Identity Agency, to design its on-screen identity. ONdigital formally known as British Digital Broadcasting (BDB) revealed its new brand name, designed by identity consultants Wolff Olins, last month. CIA's task will be to extend ONdigital's brand name and values onto screen. They will work in conjunction with Dunlop Woods.

Marc Sands, Director of Brand Marketing said:

"ONdigital's on-screen identity is integral to our brand and must be consistent with our brand values to enhance the ONdigital experience. CIA convinced us of their capability to produce appropriate creative solutions and when allied to the understanding of the market that Dunlop Woods have displayed, I think the result will be superb."

Kim McCroddan, Managing Director of The CIA, said:

"We are excited about working with ONdigital. Our challenge is to bring the values of ONdigital to life in a compelling and relevant way, as much as television itself is part and parcel of everyday life."