Nucleus image for UPC message

Europe’s second largest cable group, United Pan-Europe Communications, is to be rebranded as UPC by UK digital specialist Nucleus.

The cable group’s individual companies will now replace their existing identities with UPC branding. The branding programme will be launched throughout Europe from France on 27 September.

Nucleus won a three-way creative pitch for the rebranding and implementation task in March, beating Interbrand Newell and Sorrell and Identica. Liverpool group Amaze is now implementing websites for UPC.

The telecoms group has announced its intention to acquire Deutsche Telekom’s cable units, as well as those of Swisscom, to make it the largest cable group in Europe.

The initiative to regroup itself as UPC follows a period of aggressive acquisition by the cable group. “Previously, all UPC’s national companies had their own identities. Nucleus has worked to an accelerated schedule to replace these identities with a single, harmonised brand,” says Nucleus business development director Joshua Pert.

Nucleus blended the letters of the UPC’s initials to express the integrated nature of the brand’s broadband communications proposition, he adds.

The design group will also oversee the co-ordinated consumer and business-to-business marketing of UPC’s integrated Internet, telephone and TV offer.

UPC senior vice-president of sales and marketing Gavin Bradley says: “The new brand has been very enthusiastically received at all levels. We now have a fresh identity that we are all excited about.”

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