Driving reappraisal of Antena Group Romania’s flagship news brand, Observator.
Observators 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 in their viewing habits giving optimal conditions for driving reappraisal with the 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 undertook 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 is not only launching a new brand strategy but, importantly, living it.
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.
Behaviour changes, as well as editorial changes, would be needed to allow the audience to feel real change happen and
we led the Observator team through how to do this with documentation and tools to help them to implement.
Strategy Associate: James Quayle