Conveying the Strength of a Media Challenger
Client
VICE
The challenge
Position Nancy Dubuc as the leader with the expertise to transform VICE’s raw business and show the industry its value as a leading source of cultural news.
How we did it
We developed a strategy and narrative that positioned Nancy as the experienced executive with the chops to reshape the brand’s culture, reassure investors, and raise her voice on VICE’s behalf out in the world. A program of media interviews and stage moments were crafted where Nancy would reveal the new narrative, lay out her vision for VICE and demonstrate how she was driving systemic change in media. Senior counsel was also delivered in moments of crisis and we developed messaging for both external and internal audiences.
Results
A targeted program of stage moments including appearances on stage at The New York Times DealBook conference and Vanity Fair’s New Establishment, and intentional media interviews that landed message-rich coverage.