Driving reappraisal of Antena Group Romania’s flagship news brand Observator.
Their digital news offer was strong, having undergone recent refinements, but perceptions were lagging.
2024 was to be an important year, when news audiences would be larger, actively engaged and more promiscuous - optimal conditions for driving reappraisal amongst broad and large audiences.
The shared ambition was to establish a clear brand positioning in the market, that builds: the brand equity, prime time audiences in linear and overall brand loyalty.
Co-creating a new brand strategy, Be the One.
Working with our regular associate experienced, brand strategist James Quayle, we facilitating a number of brand strategy workshops in Bucharest. These interactive and discursive sessions worked with key stakeholders and existing research to define a new brand positioning and strategy for Observator.
Success was in not only launching a new brand strategy - but importantly, living it.
Behaviour changes, as well as editorial changes, would be needed to be made, TOV and language adjusted and ways of working adopted that saw real change happen rather than words on a page.
We led the Observator team through how to do this through every stage, meeting with them often and sharing documentation and tools for them to implement.
Brand Bibles were printed and distributed internally as well as new office decals installed, to ensure the brand promises and values were front and centre in the team’s minds.
Strategy Associate: James Quayle