Redefining the Future of TV

As a global technology and advertising leader, Comcast Advertising has always fostered powerful connections between its brands and consumers. In 2019, Comcast's advertising sales division, "Spotlight," elevated its traditional business model by moving away from spot-cable delivery to data-driven capabilities and technologies for a multi-screen universe. To reflect this new mission, it would also need to change its brand. As the first step in our rebrand, Comcast Spotlight was renamed to reflect its new and enhanced profile. The name chosen, Effectv (pronounced "e-FEC-tiv"), would highlight the effectiveness of TV advertising as the world's most powerful medium, and with it a new editorial voice focusing on attribution and performance.

The new identity helped convey a fresh, innovative, and empowering brand across all of Comcast’s creative, as a backdrop and connector to all its client segments. By highlighting these audience segments and consumer personas - within the logo, Effectv brought a much needed humanization, and one-of-a-kind approach to the Ad Tech and advertising.