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An originator of the true-crime genre but a brand that is not top of mind in the current multi-platform true crime landscape, NBC hired us to develop a new position, message and look for Dateline. Partnering with AV and Content, the Strategy team conducted a landscape audit of all things true crime, recruited super-fans and genre fans into the office, and turned qualitative insight into actionable strategy. The resulting promo campaign launched the most recent season amidst a crowded landscape of true crime content.