2023-03-29 23:14:08
Why did MTS postpone rebranding
A Vedomosti source in MTS claims that the company was preparing to change the logo back in September 2022, but then these plans had to be “paused”, since partial mobilization was announced in the country on September 21. This information was confirmed to Vedomosti in March 2023 by two interlocutors in competing operators. But in September 2022, an official representative of MTS denied to Vedomosti information about plans to make any changes to the logo and positioning of the company. He emphasized that the operator also did not order the development of any projects from branding agencies.
But a division of the BBDO agency took part in updating the branding strategy, Vedomosti sources said in September 2022. Vedomosti then also got acquainted with the presentation signed by BBDO. As follows from her slides, she was also presented in September. One of her slides was titled “MTS Rebranding”. The BBDO representative then did not answer the question about the presentation, and in March 2023 he forwarded the questions to MTS.
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