Our Analysts

CenturyLink: striking up the brand

By , Jun 6, 2011

With the completion of the CenturyLink|Qwest transaction, we’re seeing increased advertising momentum around the combined company’s rebranding initiatives – evidence that CenturyLink wants to make a name for itself in the 14-state territory where Qwest has been a familiar fixture.

In mid-April, the new company unveiled an updated double-play offer ($54.95/mo. Internet + phone service) plus aggressive broadband Internet promotions featuring new messaging stating that “Qwest is becoming CenturyLink.”

It’s an interesting departure. Historically, CenturyLink hasn’t relied heavily on mass media for its communications initiatives. The new activity shows the company is committed to investing in its rebranding strategy and could maintain a higher level of media spend to support future promotional campaigns.

From a creative standpoint, CenturyLink appears to be mindful of making a favorable impression in key markets where competitors including Comcast, Cox Communications and others have a presence. During Memorial weekend, CenturyLink launched a new brand campaign that demonstrates a sense of how the company is embracing its new markets on a local level by showcasing iconic locations within primary DMAs (Denver, Seattle, Phoenix).

We anticipate CenturyLink’s creative executions will be in heavy rotation over the next few months as the transition winds down with expected completion in early August.