Frontier Communications Debuts New Brand Positioning

Frontier Communications is revealing its first creative work from new agency Hill Holliday that introduces the new "Don't Go It Alone" tagline. 

The direction, tone and approach are designed to serve as a bold shift from their earlier marketing strategies that oftentimes featured the brand mascot, Frank the Buffalo.

Now, Frank appears headed to the retirement home as the new work takes a quirkier direction with the "Balladeer,” a twee artist who sings about Internet-related woes. 

In one spot, he sings on a barren stage while he equates a woman being stuck in a yoga pose to having downloading frustrations. Another shows him singing about a man who works from home but must work from a coffee shop due to his poor Internet service. 

Frontier is also rolling out a company-wide internal campaign to inspire and train employees to "deliver" on this new “Guide" messaging to help customers better navigate today's digital landscape. 

The campaign includes broadcast, radio, online video, OOH, digital and social media. The provider offers broadband and telephone as well as other communications services to mostly rural areas in 29 states.



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