Network 10

Network 10
Network 10

10 and the giant Peach controversy

As part of their Brand Voice refresh, Network 10 tasked us with renaming their Eleven and One channels. An interesting project all round, it’s also proved our most controversial naming job yet. Here’s why.

In search of lost mojo

Once known as TV’s wild child, the famous 10 personality had grown quieter and quieter amid financial uncertainty behind the scenes. But after being bought by CBS, they were ready to stage a comeback.

While Ten simply became 10, channels Eleven and One were in for more drastic haircuts.

With strong characters and action that gets you leaning in, One embraced its feisty attitude as 10 Boss. Meanwhile shows with a guilty pleasure, lean back feel led to 10 Peach.

Plot twist

Cheeky?
Terrible?
While the internet had plenty to say about the names (and their pairing), it was ultimately 9 with a legal suit that brought down 10 Boss.

Epilogue

Now known as 10 Bold and 10 Peach, 10’s new names continue to annoy/amuse viewers across Australia. But one thing is clear. 10 has people talking again.

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Clients

  • AAMI
  • AGL
  • AMP
  • Apia
  • Aussie Home Loans
  • Australia Post
  • AustralianSuper
  • Australian Unity
  • Australian Red Cross - Lifeblood
  • Barangaroo
  • Barker College
  • Beyond Blue
  • Bingle
  • Business Events Sydney
  • Business Australia
  • BUPA
  • Campbelltown City Council
  • Carsales Group
  • CBRE
  • Chartered Accountants Australia & NZ
  • Chorus
  • Chunky Move
  • Clayton Utz
  • Coles Group
  • Costa
  • CPA Australia
  • Equifax
  • Everlight Radiology
  • Federation University
  • Foxtel
  • Frensham Schools
  • Frucor Beverages
  • Five Senses Education
  • Genesis
  • GIO
  • Gympie Regional Council
  • Harrison.ai
  • Harrison Grierson
  • Hassell
  • Hello Fresh
  • hipages
  • Hoot Holidays
  • HOYTS
  • Hundredweight
  • Hyundai
  • Illawarra Retirement Trust
  • ISPT
  • JBWere
  • Jetstar
  • Kelato Animal Health
  • Kiwibank
  • Kiwiwealth
  • Koala Life
  • KPMG
  • Launch Vic
  • Liberty Specialty Markets
  • Lotterywest
  • Life Without Barriers
  • MARCS
  • MLC
  • MLC Life Insurance
  • Monash University
  • NAB
  • National Library of Australia
  • Network Ten
  • Newgate Communications
  • Nova Group
  • NRMA
  • NUFARM
  • Officeworks
  • Optus
  • Origin Energy
  • Peoplecare
  • Pepperstone
  • PEXA
  • Phillips
  • Plant & Food Research
  • PSMA
  • Public Works Advisory
  • Qantas
  • QSuper
  • RACV
  • Ray White
  • RACGP
  • Reach Out
  • Rest Super
  • Rufus & Coco
  • Sekisui House
  • Simm Design
  • Stride
  • South East Water
  • South 32
  • Studio Ongarato
  • Sydney Symphony Orchestra
  • Staging Connections
  • Stockland
  • Suncorp
  • Telstra
  • Townsville Hospital Foundation
  • Transurban
  • UBank
  • UnitingCare Queensland
  • University of Leicester
  • University of New South Wales
  • University of Queensland
  • University of Tasmania
  • University of Wollongong
  • Urbis
  • Valiant Finance
  • Vanguard
  • Virgin Australia
  • VMIA
  • Vodafone
  • Westpac NZ
  • Wotherspoon

Things we do

  • Brand voice (personality) traits
  • Brand VoiceMap
  • Brand voice rules
  • Brand voice workshops
  • Brand voice guidelines
  • Brand narrative
  • Brand messaging
  • Vision statements
  • Brand strategy
  • Creative copywriting
  • Scriptwriting
  • eDM and DMs
  • Website and social media content
  • Spoken word and contact centre scripting
  • Chatbots and AI scripting
  • Branded collateral
  • Internal communications
  • White papers and annual reviews
  • Rebranding and renaming
  • Internal brand architecture naming
  • New business naming
  • Naming facilitation workshops
  • Stakeholder management and engagement
  • Brand voice training
  • Tailored writing workshops
  • Writing exercise
  • Writing examples
  • Writing tips & tricks