Rebranding MCCANNPR Romania

Corporate rebranding for a top agency

MCCANNPR stationery

Summary: After a successful first decade, MCCANNPR Romania changed their business model, moving from a classic PR agency to a content-centric, PR-led creative agency. Their new vision is that brands become publishers. Our design approach was to tell a compelling story through a logo in which an initial 1 C \ N opens up to read MCCANN, thus saying: ”we are in the meaning creation business”.

Like all marketing & communication disciplines, PR is undergoing major changes. Old paradigms become obsolete, audiences and their mindsets evolve, the media diversify and fragment, while brands hand their agencies problems that are ever more difficult and stringent. In Romania, the market is highly fragmented, with a host of local, independent agencies competing with multinationals on an equal footing.

MCCANNPR Animation

MCCANNPR, a market leader in Romania, decided to adopt a new, content-centric business model. They now provide complete solutions to brand challenges that were once divided among multiple separate shops, from creative to PR, digital, and media. Our task was to develop a brand identity that would strike a good balance between the brand’s heritage and its new vision.

MCCANNPR Animation
MCCANNPR logo before and after

MCCANNPR’s new vision is that brands have to become publishers, to create and share content people can enjoy. Their new brand slogan – Foresight. Insight. Excite. – reflects just that. Our design approach was to tell a compelling story through a logo in which an initial 1 C \ N opens up to read MCCANN, thus saying: ”we are in the meaning creation business”. The agency’s new communication materials - including a responsive website - display the logo in its dynamic, embossed or cut-out versions.

MCCANNPR business cards

Colleagues’, clients’ and journalists’ feedback was immediate and revolved around ideas like contemporary, elegant, daring, and walking the talk. Here are a few reactions:

  • Sagit Tzur Lahav, McCann CEO: ”Great, good look!”
  • Auras Mihai Geambasu, A-list blogger: ”Cool site. Long live the visual storytelling!”
MCCANNPR business cards

26,5%
growth in turnover
recorded by the agency
a year after rebranding

MCCANNPR stationery

We completed the rebranding in November 2014, and at the end of 2015 MCCANNPR was recording the greatest turnover in the market, advancing by 26,5% compared to the previous year. It was the first time a Romanian PR agency was surpassing the EUR 4mil. turnover milestone. (source: Forbes Romania)

MCCANNPR website
MCCANNPR website
MCCANNPR icon

As we turn a decade old, the new brand identity fits our personality very well. We want to thank Storience for a rebranding process that has been both fun and instructive.

Imola Zoltan
Co-founder & Managing Director, MCCANNPR Romania
MCCANNPR card
MCCANNPR card animation
MCCANNPR card message
MCCANNPR envelope
Client:
MCCANNPR Romania
Services:
rebranding, brand strategy, slogan, identity, graphic design, web design, web development, print production management
Team:
Stefan Liute, Adriana Liute, Sabina Fratila, Vlad Sulea, Alexandru Gugurel, Doru Sana