Buzz, KLM’s low-cost airline, is reducing the role of The Partners to “strategic consultant”, following its appointment as lead design consultancy a year ago (DW 1 October 1999). The move follows the appointment of Essex-based Cocker Brand Design to handle Buzz’s day-to-day design work.
Adam Harris, KLM’s new UK head of sales and marketing, has worked with Cocker Brand Design while at Britvic, where he was senior brand manager for Tango. He confirms The Partners no longer has any “day-to-day involvement” with the Buzz brand. “The Partners developed the brand identity for Buzz, but we felt it was more cost-effective to use a smaller, more flexible consultancy for the daily up-keep of the brand,” says Harris.
He says The Partners, now a “strategic brand consultant”, will be used “as and when required” to oversee consistency. “The structure of larger consultancies means it is easier to work with them on meatier projects,” he adds, and confirms Buzz has no plans to change the existing identity.
A spokeswoman for The Partners confirms it is now strategic brand consultancy for Buzz and that Cocker Brand Design’s role is to maintain consistency of The Partners’ identity and brand positioning. Cocker Brand Design managing director Jenny Collins says, “Our role is that of brand guardian – to update it and create new visual manifestations where necessary.”
Since its appointment in August, Cocker Brand Design has created the CafÃ© Buzz sub-brand, its in-flight catering arm, which launched on 25 September. It is reviewing Buzz’s website with Web design company EHS RealTime, and working with retained advertising agency WCRS.