CNBC Consultancy transformation project
The brief consisted of a review of the existing internal commercial creative capabilities reporting to the SVP of the International Sales business. This included liaison with the global content creation, sales, insights and events team to build a picture of current capabilities and to provide recommendations around optimising commercial team operations.
The project looked at current resources and structure in both London and Singapore. Marketplace review of CNBC's competitors, understanding current and future sales needs plus an audit of capabilities to deliver on those needs. It became clear that there was a great opportunity for CNBC to differentiate themselves from their competitors, to create and communicate a new positioning in the marketplace that went beyond creating another media owner 'content studio'.
This project was conducted together with the Commercial Officer and recommendations finally presented directly to the CEO.
A new branding kit was developed with Dixon Baxi, building on the equity of the parent brand CNBC.
CNBC Catalyst was created out of this exercise, complete with a new structure and positioning as an 'integrated agency' model with a defined strategy of ABCDE - Audience, Brand (strategy), Content, Data & Insights, Events and experiences. Communication and messaging was built around CNBC having genuine and deep access to the world's most valuable audience. Catalyst unlocks the C-Suite for commercial partners.
The new agency trades on connecting brands to the world's most valuable and influential audience. CNBC's access to the most powerful people on the planet is an attractive USP, Catalyst is the genuine rights-holder to this elite group.
CNBC Catalyst was finally launched in April 2016 and their story has gone from strength to strength.
Press buzz around CNBC Catalyst launch - click images for link to article
'Since we launched Catalyst in April last year (2016) we’ve seen double digit revenue growth.' - Max Raven, SVP Advertising Sales
"The heart of catalyst is trying to make sure that we can give our clients a true two-way dialogue with an audience that delivers the return on investment they're looking for all the time."
"Launching catalyst is really about aggressively reasserting what CNBC is in the market place, that's what we need to do."