Today ABC News launched a major re-branding initiative. The last time that ABC News spoke directly with its audience about what defines ABC News was over a decade ago with "More Americans Get Their News from ABC News than Any Other Source" - a statement that is still true today.
ABC News President Ben Sherwood laid out the foundation of the new campaign to ABC News staff in an email on Monday morning:
Starting today and over the course of 2012, you're going to see new on-air promos that feature images of an unprecedented gathering of ABC News anchors and correspondents and a call to action: When viewers turn to ABC News, they will "See the Whole Picture."
Believe it or not, it's been more than a decade since ABC News consistently put forward a message or slogan.
This new promise - "See the Whole Picture" - will help unify ABC News and differentiate our efforts from the competition.
Of course, this concept is already embedded deeply in the culture and DNA of ABC News. It's what we do every day.
Indeed, our team has a singular ability to tell stories in a way that is informative, engaging and emotional, enabling viewers to gain a big picture understanding and make better decisions in their lives.
WATCH the new "See the Whole Picture" promo: http://abcn.ws/sjmVpD . There will be multiple phases of this campaign rolling out across 2012.
These are very exciting times for ABC News and I look forward to working with all of you on this important new initiative.
Below, please note the article in today's Variety that explains "See the Whole Picture" and what it means to ABC News. READ: http://bit.ly/sCKR13.