Corporate rebranding for a top agency
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, 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’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.
Colleagues’, clients’ and journalists’ feedback was immediate and revolved around ideas like contemporary, elegant, daring, and walking the talk. Here are a few reactions:
growth in turnover
recorded by the agency
a year after rebranding
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)
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.