CLIENT - RTL GROUP FOR UNDERSCORE
ROLE - CREATIVE BRAND MANAGER

RTL AdConnect

IN BRIEF

As a leading international media provider in Europe, RTL sought a rebranding initiative to enhance media sales opportunities across various countries and technology channels. This initiative aimed to position RTL competitively against global giants like Google and Facebook while expanding into new territories.

APPROACH

Creative direction was provided for the rebranding of RTL Group, introducing a digital-first strategy that allowed clients to analyse viewer data online. Following consultations with key teams in England, France, and Germany, a cohesive brand approach named RTL AdConnect was developed to adapt to diverse customer needs across different markets. The underutilised content on the existing websites was streamlined to ensure clearer positioning, allowing users to engage more effectively with the high-quality brand content from RTL and its global media partners.

RESULTS

The rebranding successfully transformed RTL into a more digitally-focused business, enabling clients to easily compare the latest viewer data. The initiative resulted in a new name, a revamped website, and a comprehensive global strategy.