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Spark Fuels Fiery New Global Brand

Extensive Campaign Marks Significant Canadian Network Relaunch (March 15, 2006)

Spark, the creative group founded by award-winning designer Elaine Cantwell, has completed a major rebranding campaign for Global Television in Canada, marking the network's most comprehensive rebranding in a decade. Spark's extensive repositioning program was created to maximize the power of Global as a media brand by placing new focus behind its attitude and creative look and feel.

With the direction of the multifaceted campaign supervised by Global's core branding team, Spark addressed all aspects of the brand's presence and advised on everything from television and online to print and outdoor advertising. Spark also conducted a series of workshops to demonstrate how the entire campaign would be executed.

The Global brand strategy of offering more insight and more perspective to the viewer's experience formed the basis for the creative strategy. The new Global icon literally visualizes "more" through a stylized "greater than" symbol creating the foundation on which all other brand opportunities can build. With its incorporation of the new "greater than" symbol, Spark's complete design package cleverly drives the campaign message on all fronts including on-air graphics and national news and local news packaging for the network's local stations. The creative group also developed a signature sound sting for Global that reinforces the same brand message of "more". Everything from network IDs to news vehicles work together to reinforce the essence of the Global experience, which differentiates itself from competitors by offering "more" - more background, more insight, more perspective to the world of entertainment and news. 

Spark, which has also developed successful rebranding campaigns for Showtime and Disney's Jetix, enjoyed the challenge of the project, which gave the company the opportunity to develop a brand and assist in rolling it out on a national and local level.

Viewers got their first peeks at the new campaign on February 5th 2006, Super Bowl Sunday, when television audiences on Global are inherently high. Global also launched its new brand with one of the largest national outdoor advertising campaigns in Canadian history. Owned by CanWest MediaWorks, Global Television is a coast-to-coast Canadian broadcasting network that reaches more than 94% of English-speaking Canada.

About Spark
Committed to harnessing the creative spark through emotive and thought provoking brand communication, spark blends unique vision, effective strategy and innovation together in the development of creative solutions for media clients.  Raising the creative bar of the broadcast design industry, spark is giving birth to a broad range of groundbreaking, award-winning identity packages. For more information on the company and its clients, visit

About CanWest MediaWorks
CanWest MediaWorks is a wholly owned division of CanWest Global Communications Corp. (NYSE: CWG; TSX: CGS.SV and CGS.NV, CanWest is an international media company, and also Canada's largest media company. In addition to owning the Global Television network, CanWest is Canada's largest publisher of daily newspapers, and also owns, operates and/or holds substantial interests in conventional television, out-of-home advertising, specialty cable channels, Web sites and radio networks in Canada, New Zealand, Australia and Ireland.

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Related Keywords:Spark , New Global Brand, rebranding campaign , Global Television in Canada


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