ABC News has kicked off its first “branding” push in more than a decade with a campaign dubbed “See the Whole Picture.”
Ben Sherwood, ABC News president, told staff in an email Dec. 19 that the new slogan is a “promise” to “help unify ABC News and differentiate our efforts from the competition.”
The network news operations last promotion push was backed by the lengthy slogan “More Americans get their news from ABC News than any other source.”
A promotional photo for the campaign includes major staff centered on Barbara Walters flanked by Katie Couric and Diane Sawyer.
“Believe it or not, it’s been more than a decade since ABC News consistently put forward a message or slogan,” noted Sherwood.
Last week, Christiane Amanpour moved out of the “This Week” anchor slot on ABC to report jointly for CNN and ABC News.