• by Fern Siegel , Yesterday

Internet provider Kinetic tapped McCann Detroit as its advertising and creative AOR.

McCann will lead Kinetic’s brand transformation and creative direction. The partnership reimagines Kinetic’s customer experience. 

"McCann was chosen for its century-long track record building enduring brands for iconic companies, its hands-on, strategic approach rooted in understanding people and its ability to lay strong brand foundations and activate work across channels," Cliff Dinwiddie, chief marketing officer, Kinetic, told Agency Daily. There was no incumbent.

New work runs on social, broadcast, digital, and OOH in the coming weeks.

What does the rebrand hope to achieve?

"The rebrand aims to reveal — not reinvent — Kinetic by aligning our public identity with what we already deliver: a 100% fiber network and 99.9% uptime, the latest hardware and software innovations, a community-based partner, and a customer-obsessed experience," added Dinwiddie.

"We lead with simpler, transparent pricing people can trust — to bring reliable connectivity to underserved and unserved rural and suburban communities across the country."

Kinetic, a business unit of Uniti Group Inc., offers multi-gigabit fiber internet, whole-home Wi-Fi, internet security and voice services in more than 1,400 markets across 18 states.

McCann Detroit's roster includes Chevrolet, Lockheed Martin, GM and Bissell.