Lessons from one of Australia’s biggest media rebrands
Southern Cross Austereo’s head of marketing and communications, Nikki Clarkson, reflects on the challenges and lessons from one of Australian media’s biggest rebrands.
In 2011, Southern Cross Media Group and Austereo merged to become Southern Cross Austereo.
At the time, I recall being equally excited as I was daunted by the task ahead. Our business had gone from a clearly defined and marketable radio enterprise, to a diverse multimedia giant. Meanwhile, I had gone from living and breathing 10 radio stations under two well defined radio networks, to grappling with more than 90 stations in a new amalgamated portfolio.
In 2016, a new national brand strategy and architecture was bought in aligning all SCA radio stations either Hit or Triple M. The plan would affect 67 brands, 40 markets and 1,115 line items, making it the largest rebrand in Australian media history.
