September 30 2016

Octagon Introduces New Agency Brand: What’s Next?

Press Releases

Octagon Introduces New Agency Brand: What’s Next?


Norwalk, CT (Sept 30, 2016) – Octagon, a global sports and entertainment leader, introduces a new brand identity focused on the endless potential that exists for the agency’s global family of talent, brands, and employees.

“Our new branding is a reflection of who we are today, and where we’re headed in the future. Simply put, where others see complexity, we see possibility.” said Octagon Chairman and CEO Rick Dudley. “We are a team of 800 strong across the globe, using our unique blend of brains and creativity to predict, produce and perform for our talent and brand clients.”

Octagon has enjoyed significant growth over the past decade, expanding capabilities and scale, while retaining and adding clients who are among the most recognized and respected athletes and brands in the world. Today, Octagon believes the sports and entertainment industry is at a critical tipping point. The way that consumers engage with their passion for sports and entertainment has undergone a fundamental shift. Octagon’s new agency brand, while inspired and informed by an impressive past, is looking squarely at that shift. Octagon is focused on what’s next. 

“The sports and entertainment world is full of possibilities. And while that makes it a wonderful time to be a fan, the amount of choice can be a little overwhelming, even daunting,” said Dudley. “And that’s where we come in. At Octagon, we inspire brands, talent, and our team to see the world for all its potential.”

Here’s a look at what Octagon has been up to:

New Site

Octagon’s new global site was coded and developed entirely in-house by The Content Group at Octagon including responsive design and a user experience that showcases the agency’s forward-thinking slant.

New Tools

Octagon is poised to release new insights from the agency’s own study The Passion Shift. The 2016 version takes an in-depth look at sports fan’s propensity for sponsored Snapchat filters, cross-screening, fantasy sports, in-stadium habits and more. The latest Passion Shift data shows that second-screening is a thing of the past. While watching a sports broadcast, fans’ internet usage has quadrupled and social media posts and texting have tripled in the last two years. Today, every fan is determining the relative importance of their screens based on their own desire to consume, customize and create their very own sports experience.

Octagon’s Mindset & Culture team has established an ongoing, dynamic panel of polycultural millennials to help Octagon’s clients find the next right move by understanding consumption habits, views on brand experiences and developing trends. Octagon has also partnered with independent social monitoring and analytics companies to gain data on real-time consumer behavior, social metrics and sentiment.

New Capabilities

Earlier this month, Octagon acquired a majority stake in one of the Asia Pacific region’s leading branded entertainment and content production companies, Milkmoney. Milkmoney will operate within the Octagon Sports and Entertainment Network, which consists of fellow sport, music and passion marketing agencies Octagon, FRUKT and Rogers & Cowan. Milkmoney will retain its ability to work independently with existing and future clients whilst being bolstered by the resources, experience and scope of the global network.

The Content Group at Octagon’s is an integrated planning, creative and digital solution. The in-house unit provides digital, experiential and multi-platform content production and distribution services and positions Octagon to deliver the experiences and content that consumers crave.

Traditionally, creative directors have lived within advertising agencies. Octagon’s Creative Directors lead ideation and creative outputs, ranging from experiential to content to design, in each of the agency’s regions: Americas, Europe and APAC. This new generation of creatives offers insights and strategy-led concepts aligned with fan mindsets by sport and by region. 

New leadership

Earlier in 2016, John Shea was named President, Marketing and Events and Jeff Ehrenkranz was named President, Marketing International. John and Jeff, both with Octagon for more than 20 years, bring an unmatched expertise, industry relationships and bold commitment to their elevated roles. Both report directly to Octagon Worldwide Chairman & CEO Rick Dudley.


About Us: At Octagon we inspire brands, talent, and our people to see the world for all its potential. Then, we help our clients pick the right opportunity to make the next right move. We are a passionate team of 800 savvy veterans and bold upstarts, relentlessly committed to helping our clients and our teammates push forward. What’s Your Move? See more at and join us @Octagon.