February 2025 | Bray & Co Is Selected as Creative Agency of Record for Fidium Fiber Following Competitive Pitch

New York, NY — February 2025 — Bray & Co is selected as Creative Agency of Record for Fidium Fiber following a competitive pitch, marking the beginning of a new creative partnership for the fast-growing fiber internet brand as it looks to differentiate in one of the most crowded and commoditized categories in marketing.

Internet service is a category defined by parity. Speed, reliability, and price dominate the conversation, yet nearly every brand makes the same promises using the same language and visual cues. Over time, the category has trained consumers to expect frustration and compromise rather than confidence or emotional connection. Choice becomes transactional, and loyalty is thin.

Fidium Fiber understands that challenge clearly. While the brand continues to expand its footprint and deliver a high-performance fiber experience, leadership recognizes that technical capability alone does not create preference. To build a brand that can grow long term, Fidium needs to stand for something clearer, more human, and more emotionally resonant than the category norm.

Bray & Co is selected for its ability to help brands rise above that kind of sameness.

“The internet category has been talking about itself in the same way for years,” says Peter Bray, Founder and Executive Creative Director of Bray & Co. “What stood out in the pitch wasn’t an idea or a campaign, it was a point of view on how the category could feel different, and why that difference actually matters.”

The competitive pitch process centers on a strategic question rather than a creative execution: how does a fiber brand meaningfully differentiate when most consumers believe all providers are essentially the same? Bray & Co’s thinking focuses on reframing the category conversation away from infrastructure and specifications and toward experience, emotion, and expectation.

At this stage, no creative platform or execution is defined. Instead, the focus of the engagement is on establishing a clear brand direction that can guide future work as Fidium continues to grow. The mandate is to help the brand articulate what it stands for in a way that is immediately recognizable and emotionally relevant, without defaulting to the clichés that dominate the category.

Creatively, Bray & Co’s approach emphasizes clarity over complexity. Rather than competing louder within the same framework, the agency’s point of view centers on changing the framework itself. That means questioning the visual language, tone, and assumptions that have shaped ISP marketing for years, and exploring how fiber internet can be expressed in a way that feels lighter, more human, and more confident.

While Bray & Co is appointed as Creative AOR only, the work is designed with real-world media environments in mind. The agency’s philosophy holds that creative effectiveness begins with memorability. Regardless of channel or budget, creative that blends in cannot perform. Creative that stands apart allows media investment to work harder.

This thinking proves decisive during the pitch process. Rather than presenting a finished solution, Bray & Co demonstrates how creativity, when grounded in strategy and designed for context, can unlock both differentiation and effectiveness over time.

The appointment also reflects a broader shift in how brands are evaluating creative partners. Increasingly, marketers are seeking agencies that can provide clarity at the category level, not just executional firepower. They want partners who can help define the problem before rushing to solve it.

For Fidium Fiber, selecting Bray & Co signals an investment in brand building at a moment when many utility brands remain focused on short-term performance messaging. It reflects confidence that creativity can play a central role in shaping how the brand is perceived as it continues to expand.

For Bray & Co, the win reinforces the agency’s position as a creative partner for brands operating in high-parity categories. It underscores the value of senior-led thinking, disciplined strategy, and a willingness to challenge category norms before committing to creative expression.

As the partnership moves into its next phase, the focus remains on defining a clear, ownable direction that can support future creative work. In a category where expectations are low and sameness is the default, the opportunity is not simply to do better advertising, but to change how the category feels altogether.