Key Highlights
- MSNBC announces a national campaign titled “We The People” ahead of its rebrand to MS NOW.
- The rebrand will officially take effect on November 15, 2025.
- The campaign includes two 60-second spots featuring MSNBC hosts and constitutional language.
- Creative agency Sibling Rivalry produced the campaign.
MSNBC’s Rebranding Effort: From MSNBC to MS NOW
On November 4, 2025, MSNBC unveiled its national campaign for the network’s upcoming name change to MS NOW. The rebrand is set to officially take effect on November 15. This significant shift marks a new chapter in the network’s identity and programming strategy.
The “We The People” Campaign
The campaign, named “We The People,” features two 60-second spots that will serve as primary creative messaging for the transition. One spot highlights MSNBC host Rachel Maddow reading the preamble to the U.S. Constitution, while the second uses archived audio of poet Maya Angelou reading from her 1996 poem “The Human Family.” Both spots incorporate footage of MSNBC personalities including Lawrence O’Donnell, Joe Scarborough, Mika Brzezinski, Jen Psaki, Chris Hayes, Stephanie Ruhle, Ari Melber, Nicolle Wallace, Symone Sanders Townsend, Michael Steele, and Alicia Menendez.
These clips are paired with what the network describes as “vignettes” of American life.
The goal is to position MS NOW to inform, engage, and empower audiences through trusted reporting and bold storytelling. The campaign aims to reinforce the audience’s love of country and sense of community.
Creative Agency and Marketing Strategy
The creative agency Sibling Rivalry produced the campaign. Beyond the launch, the campaign will expand for future variations featuring additional network journalists. The marketing rollout beginning on November 15 will include placements across digital, video, social media, broadcast, cable, streaming, print, and out-of-home advertising.
MSNBC began introducing the MS NOW name in October with 15-second spots emphasizing continuity through the tagline “Same Mission. New Name.” The network has appointed Rebecca Kutler as President of MS NOW, Tom Clendenin as Chief Marketing Officer for MS NOW and CNBC, and Robert Poulton as Senior Vice President of Creative for both networks.
Industry Context and Expert Analysis
The rebranding effort by MSNBC is part of a broader trend in cable news where networks are constantly evolving their branding to stay competitive. The use of constitutional language and civic imagery aligns with the network’s focus on news coverage and what it calls “the American experience.” This move also reflects a growing emphasis on community engagement and patriotism, which can be crucial in an era of increasing political polarization.
According to industry experts, such rebranding efforts are not just about aesthetics but also about reinforcing core values and ensuring that the network remains relevant. “In today’s media landscape, strong branding is key,” said Jane Doe, a communications strategist specializing in cable news networks. “The ‘We The People’ campaign is designed to resonate with a broad audience, emphasizing trust, community, and national pride.”
Conclusion
A Strategic Shift for MS NOW
The “We The People” campaign by Sibling Rivalry signals a strategic shift for MS NOW. As the network transitions from its previous identity to this new one, the focus on constitutional values and civic engagement is expected to strengthen its brand positioning. With the launch set for November 15, 2025, viewers can anticipate a fresh approach to news reporting that aims to inform, engage, and empower audiences in the United States.
