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Transform Awards 2011 - best creative strategy |
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Friday, 08 April 2011 08:59 |
Best creative strategy
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Gold
Rovi |
Silver
McDonald’s |
Bronze
Balfour Beatty WorkPlace |
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After more than 25 years operating as a B2B company, US-based entertainment technology specialist Macrovision realised it had to tap into the consumer market in order to broaden its influence across the entertainment industry and extend its brand.
With the new business strategy agreed, Macrovision set about successfully acquiring a wide range of entertainment and media convergence businesses including Gemstar TV Guide, AMG and Muze.
The company was now offering more than 40 different branded products and it was apparent that they needed to be unified under one banner. Macrovision teamed up with Heavenly and set out to create a new brand.
A new positioning strategy, ‘Entertainment Connection’, was developed to reflect how the company connected all parts of entertainment to the end user. It also refers to a future where Macrovision will connect consumers to their entertainment in new ways.
Relaunched as Rovi with the strapline ‘Join the entertainment’, the company saw a tremendous increase in both share price and market capitalisation in the 18 months up to December 2010.
As a Financial Times blog said in July 2009: “Macrovision shortened its name this week, but broadened its vision.” |
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