Broadband network DGtek appoints Edge as new agency to build Pineapple Net retail brand

Edge has been appointed by DGtek to provide brand, creative, and media services for its retail brand Pineapple Net.

DGtek has rapidly expanded its full-fibre optic broadband network in Melbourne and in other major cities in Australia with network covering over 35k premises. Pineapple Net, as DGtek’s retail brand, was awarded the prestigious CommsDay Eddison Award for best Internet Reseller/Virtual Network Operator 2022.

Says David Klizhov, CEO of DGtek: “As we focus on building and scaling the network, we recognised the need for a fresh, dynamic new retail brand to market our exceptional broadband services to consumers across our fast-growing network. The identity development process put forward by Edge’s Brand Practice – and chemistry with Edge’s broader Melbourne team – really excited us”.

Says John Xu, CFO and COO of DGtek: “We have an exceptional broadband offering powered by DGtek’s next generation fiber network and we’re excited to work with Edge to bring our full-fibre experience to life by developing the Pineapple Net brand.”

The appointment will see Edge immediately begin to work with DGtek, starting with brand DNA and visual identity development of its Pineapple Net retail brand, then flowing into go-to-market planning, advertising creative and media implementation.

Edge’s executive planning director, Richard Parker, said the appointment confirmed that the agency’s model of building relentlessly relevant brands through content, creative and connections is resonating with clients: “David, John and the team needed an agency to come in and look end-to-end at Pineapple Net, from brand, through CX to advertising and media – with an eye on both LAM and broader awareness work. We’re delighted to partner with them and can’t wait to get stuck into the challenge.”

Says Rod Mooseek, general manager, Edge Melbourne: “We are excited to be working with the DGtek team and look forward to creating some truly distinctive work that will lead to strong business growth for Pineapple Net.”

This latest appointment continues Edge’s string of new business successes in 2022 – including Hearing Australia, Charles Darwin University, Starlight Children’s Foundation, Steadfast, Seagrass Boutique Hospitality Group and Mrs Macs.