With the launch of Lean Forward, we helped MSNBC transform from a political news channel into one of the leading progressive voices in politics.
mono laid out a vision that defined MSNBC’s role in both the marketplace and in the cultural conversation. “Lean Forward” stands for the promise of progress and for the advancement of issues that move our country ahead. It became the platform for everything MSNBC does, and serves as an internal guide and external beacon. And it provided the foundation for the bold new identity we created for the brand.
increase in ratings in just 18 months
ad revenue at an all-time high
increase in brand awareness
“With ‘Lean Forward,’ MSNBC embraces a political identity”
Collaborating with director Spike Lee, we filmed MSNBC hosts across the country as they offered their unscripted (and often unfiltered) perspectives on topical issues ranging from jobs and the economy to infrastructure, education, and interestingly, blueberry pie.
Lean Forward quickly became a cultural lightning rod that generated response from both sides of the political spectrum, from Fox to CNN to The Daily Show with Jon Stewart. For progressives, Lean Forward aims to make MSNBC something to believe in and belong to.