MSNBC is set to undergo a significant rebranding, transitioning to MS NOW, with the official name change scheduled for November 15. This shift, highlighted during election night coverage on November 4, coincides with the launch of a national campaign titled “We The People.”
The campaign features two 60-second commercials that serve as the cornerstone for this transition. One of the spots showcases MSNBC host Rachel Maddow reciting the preamble to the U.S. Constitution, while the other leverages poignant audio of poet Maya Angelou reading from her 1996 poem “The Human Family.” These moments are complemented by visuals of various MSNBC personalities, including Lawrence O’Donnell, Joe Scarborough, Mika Brzezinski, and others, along with vignettes depicting everyday American life.
Creative agency Sibling Rivalry is behind the campaign, with plans for future variations that will incorporate additional network journalists. The initiative aims to create an environment where audiences feel informed, engaged, and empowered through reliable reporting and compelling storytelling, reinforcing the viewers’ connection to their country and communities.
The launch of this campaign, strategically timed during election coverage, highlights MSNBC’s commitment to civic engagement and reflects its focus on the role of news in shaping the American experience. Beginning November 15, the marketing rollout will encompass an extensive range of platforms, including digital, video, social media, broadcast, cable, streaming, print, and outdoor advertising.
This rebranding comes with support from a strong leadership team. Rebecca Kutler serves as President of MS NOW, while Tom Clendenin and Robert Poulton hold key marketing and creative roles for the network. The Sibling Rivalry team responsible for the campaign includes Co-Founder Joe Wright and several skilled creatives dedicated to bringing this vision to life.
As MSNBC transitions to MS NOW, the network aims to not only maintain its core mission but also enhance its engagement with audiences using innovative and impactful storytelling.