LONDON – Thursday October 2nd – Viber, ( the leading mobile communications platform offering free messaging and HD-quality phone calls, today announced the appointment of new London agencies to deliver global strategy and creative campaigns, as the company ramps up its marketing efforts worldwide.

Brothers and Sisters have been hired to build the brand strategy and deliver creative advertising campaigns that can be used and evolved by local Viber markets, including the UK. Studio Output, who are responsible for the visual rebranding of Viber, have created a new identity that will direct the look and feel of Viber globally. Essence has been chosen to manage Viber’s digital strategy and media planning worldwide.

The news follows the appointment of Mark Hardy, who joined Viber as CMO earlier this year to drive the global marketing strategy from London and lead Viber’s marketing teams around the world. Viber’s community of more than 400m users has grown largely by word of mouth to date. The company is now looking to expand its presence worldwide through strategic brand campaigns.

“Now that we’re ready to dial up our global marketing efforts it was important for me to find partners that could work hand in hand with local markets and other agencies worldwide,” said Hardy. “Brothers and Sisters represent a very modern agency, delivering media-neutral campaign solutions and creative ‘franchises’ that allow local markets to play an active part.

Studio Output gets to the heart of any creative challenge and come up with an inspired solution that can work globally. Essence’s international reach allows us to enjoy the benefits of global digital media planning, whilst ensuring local flavour.”

“It's a huge and important appointment for Brothers and Sisters, not only as a global brand but also, Viber is a truly cutting edge Client who requires smart and modern thinking and creative work,” said Matt Charlton, CEO Brothers and Sisters.

“Our challenge was to create a strong global identity that offers flexibility to local markets. Inspired by the message of sending good vibes, it had to be aspirational yet inclusive, reflecting the sociability of the brand,” said Dan Moore, Group Creative Director, Studio Output. “We’re pleased to be have been appointed alongside some great agencies and are confident this new strategic and creative direction will drive Viber forwards as a lifestyle and entertainment brand.”

“We are very excited to be working with Viber, they operate in a rapidly evolving category with complex regional differences; and its current and future users are exposed to a range of mobile messaging apps,” said Mark Syal, Head of Media EMEA at Essence. “We will help Viber deliver on its objectives through our robust data-led planning, across all digital channels globally and in both a strategic and activation-led capacity. This is exactly the kind of challenge we like. ”

About Viber:
Viber is a pioneering mobile messaging, voice and video service. Viber lets everyone in the world connect. Freely. Users can send free text messages, fun stickers, photos, videos and doodles, share locations anywhere in the world, make free HD-quality phone and video calls and communicate with Push-To-Talk. With Viber Out, users can make low-cost calls to any phone number around the world. Viber is available for iPhone®, AndroidTM phones and tablets, Windows Phone, BlackBerry®, Blackberry® 10, Windows®, Windows 8®, Mac, Linux, Symbian, Nokia S40 and Bada devices over 3G/4G or WiFi connections. With over 400 million unique users and 608 million registered users in 193 countries, Viber is constantly innovating by introducing new platforms and adding fun new features. Viber is a Rakuten Group company.
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Published on: 12:38PM on 3rd October 2014