Altice unifies brand in strategic shift

Telecoms, content and advertising group Altice has announced plans to unify its assets under the single brand name, Altice.

The company said that the move would transition it from a holding company with a collection of different assets and brands around the world, to one unified global group.

Altice said its new “one group, one brand” strategy would strengthen the business – which has grown through expansion and acquisitions under the leadership of Patrick Drahi, who founded it in 2001.

The Altice name, brand and new logo is expected to replace the current brands at each of Altice’s operating companies by the end of the second quarter of 2018.

This will apply to brands including Portugal Telecom, SFR Group in France, and Cablevision and Suddenlink in the US.

Altice’s telecoms sub-brands in select areas will not change, including: Red in France; Moche, Uzo and Sapo in Portugal; and Next TV in Israel.

Altice’s media news brands News 12 Networks, i24NEWS, BFM, and RMC and the press brands of SFR Presse – including Libération and L’Express – will remain unchanged.

Video advertising marketplace provider Teads, which Altice acquired in a €285 million deal in March, will also retain its name.

“Altice is today entering a new era, following its transformation into a global leader in telecoms, content and advertising,” said Altice CEO Michel Combes.

“Operating as one unified organisation, Altice will reinvent the future of the customer experience through an enduring commitment to deliver innovative, best-in-class products and services that unlock the limitless potential of our customers and our people.”

Altice has worked with Publicis Groupe and the US operations of design agency Turner Duckworth to create a new brand campaign and new logo to support its move to a unified brand.

The new Altice logo, dubbed ‘the path’ is designed to be “open and free of any borders or background.” Altice said this is intended to represent its “timeless aspirations to continuously innovate and reinvent the future to meet customers’ evolving needs”.

The new Altice corporate tagline is ‘together has no limits’ – “because combinations are in Altice’s DNA – global and local; America and Europe; technologies and talent; telecoms, content and advertising; services and products.”