MSNBC Unveils ‘We The People’ Campaign Before MS NOW Launch

MSNBC has announced its rebranding campaign as it transitions to MS NOW. The new name will take effect on November 15. This unveiling occurred during the network’s election night coverage on November 4 and is part of a larger initiative titled “We The People.”

Details of the ‘We The People’ Campaign

The campaign features two primary 60-second promotional spots. One segment highlights MSNBC host Rachel Maddow reciting the preamble to the U.S. Constitution. The second segment showcases archived audio of acclaimed poet Maya Angelou reading from her work “The Human Family,” originally published in 1996. Both messages include footage of various MSNBC personalities.

Featured Personalities and Creative Insights

• Lawrence O’Donnell
• Joe Scarborough
• Mika Brzezinski
• Jen Psaki
• Chris Hayes
• Stephanie Ruhle
• Ari Melber
• Nicolle Wallace
• Symone Sanders Townsend
• Michael Steele
• Alicia Menendez

The creative agency Sibling Rivalry is responsible for the campaign’s development. The campaign intends to extend in the future, introducing more variations featuring additional network journalists.

According to MSNBC, the messaging aims to “inform, engage, and empower audiences through trusted reporting and bold storytelling.” The campaign aligns with the network’s commitment to covering news that reflects “the American experience.” The timing during election coverage and the emphasis on constitutional themes reinforce the network’s focus on civic engagement.

Marketing Strategy and Rollout

The marketing strategy for MS NOW will commence on November 15. Promotional materials will be distributed across various platforms, including:

• Digital advertising
• Video promotions
• Social media
• Broadcast networks
• Cable channels
• Streaming services
• Print media
• Out-of-home advertising

In October, MSNBC began introducing the MS NOW name with short 15-second teasers. These ads emphasized continuity and included the tagline “Same Mission. New Name.”

Leadership Behind the Campaign

Leadership roles in the transition are held by key individuals:

• Rebecca Kutler – President of MS NOW
• Tom Clendenin – Chief Marketing Officer for MS NOW and CNBC
• Robert Poulton – Senior Vice President of Creative for both networks
• Maritza Berta Misan – Vice President of Marketing for MS NOW

The Sibling Rivalry team also features notable members like:

• Joe Wright – Co-Founder and Chief Creative Officer
• Mitch Monson – Executive Director of Creative and Partnerships
• Frances Yeoland – Creative Director
• Mika Saulitis – Director of Strategy and Copywriting
• Bethany Mollenkof – Director and Photographer

The comprehensive “We The People” campaign represents MSNBC’s commitment to evolving its brand and engaging with audiences in meaningful ways.