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Introducing MS NOW to the world through a campaign that reclaims patriotism and celebrates the values America was built on.
Opportunity
In November 2025, MSNBC became MS NOW. Don’t worry, Rachel Maddow wasn’t going anywhere. Same shows, same mission, new name. With this shift, they needed a campaign to announce the change, appeal to new audiences while retaining their base, and reframe progressive values as foundational American ideals.
Solution
We the People
A reminder that patriotism doesn’t belong to one end of the political spectrum. Everything is centered around a simple truth: America was built on ideals that we can all rally around. Democracy, liberty, respect. A truth that inspires a series of Brand Anthems rooted in celebrating iconic American voices and texts, anchored a flexible visual and verbal framework across platforms, and got trades buzzing, social talking, and more people watching.
Impact
- Reclaimed title as #1 news network on YouTube after launch
- 19% rise in total viewers and 22% rise in A18-54 in first month
- Double digit month-over-month growth across all key dayparts
- Delivered an estimated 1.3 billion impressions
CREDITS
CCO, Co-Founder: Joe Wright
Partner, Managing Director: Joanna Fillie
Creative Directors: Frances Yeoland, Burke Miles
Design Director: Eduardo Palma, Cristhian Sabogal
Motion Director: Luke Barker
Creative Strategy Director: Mika Saulitis
Exec Director, Creative & Partnerships: Mitch Monson
Head of Production: Lindsay McQueen
Producer: Amber Park
Asst. Editor: Dee White
Introducing MS NOW to the world through a campaign that reclaims patriotism and celebrates the values America was built on.
“I don’t know any other company that would have been able to tell this Narrative Story in such a holistic way! Sibling is different and not a lot of people can do what you do.”
Robert Poulton
VP Creative
MS NOW / CNBC
