Entertainment appoints FutureBrand Australia to deliver experience transformation

Australian and New Zealand brand, Entertainment, has appointed FutureBrand to help deliver its brand and customer experience transformation, as part of a business-wide strategy that will reshape how Entertainment engages with its members, merchants and fundraisers.

FutureBrand’s work with Entertainment will inform all areas of the brand - from brand strategy and identity to voice, content and experience. By applying FutureBrand’s ‘sprint’ methodology, the teams will work in close collaboration to strengthen the connection between the brand’s purpose and the everyday experience across the end-to-end Entertainment proposition.

FutureBrand Australia Chief Executive, Rich Curtis explained "we've already got to work on the Entertainment brand using our 'sprint' methodology to kick-start their transformation.

“It's great working with a team who value collaboration as much as we do, uniting strategy, identity and experience into one. What's more, as a member of Entertainment myself, it's great to be able to play a part in the brand’s future.”

On working with FutureBrand Australia, Entertainment Chief Customer Experience Officer, Linda McDonald added “we’re excited to partner with FutureBrand and their energised approach to brand customer experience. Entertainment is a well-loved brand across Australia and New Zealand with a deep heritage and legacy that is ready for a refresh. 

“As we move from a publishing, loyalty brand to a more responsive, rich and personal digital experience, we feel FutureBrand will breathe new life and a fresh perspective into the brand that will resonate with existing and new customers to deliver to our business strategy.”

Entertainment has used the FutureBrand Index to measure customers’ perceptions of the brand and provide insights into its future transformation. The research demonstrated that Entertainment has a strong sense of mission and offers an enjoyable experience. It also revealed the opportunity for the brand to invest in its personality and storytelling to build a stronger emotional connection with all its stakeholders.

Entertainment - widely recognised for its popular Entertainment Book - launched in Australia in 1994 and has since grown to offer the world’s largest portfolio of lifestyle offers and content. Entertainment is also a fundraising brand, with 20% of sales going to charities, enabling the business to fundraise more than $85 million for more than 15,000 not-for-profit organisations over the past 26 years.