RTÉ

RTÉ, the Irish National Broadcaster was struggling to maintain its market position as big global media players were significantly disrupting the sector and drawing viewership away from them. They needed a brand that would put them back in touch with the heart of modern Ireland.

We created a Youth Advisory Group, bringing in ‘next generation’ experts to inject new thinking and inspire the team with what the future might look like. The development of this national panel kept RTÉ on the pulse of their audience, built confidence to change internally and delivered rich insight that informed and enriched the new brand positioning ‘To spark the conversation that gets Ireland talking’. This idea asserted RTÉ’s powerful role within the fabric of the nation – one international players might envy but could never own – spotlighting the ways in which they champion Irish culture; celebrate the country’s rich diversity; and cultivate Ireland’s talent.