Los40

CASE STUDIES


LOS40

Gold Mercury develops strategic vision, brand & digital transformation for global music radio leader LOS40.

On the 50th anniversary of its launch, Los 40 Principales, the iconic Top 40 music brand and Spain’s radio audience leader, is reinventing itself to reflect its internationalization and transformation towards digital and audio-visual entertainment.

In view of the enormous changes in the way consumers listen to music and radio, we have developed a new strategic vision and brand that seeks to position Los 40 Principales globally as leader for digital entertainment, audiovisual content and music events. This includes advancing the radio business model towards digital entertainment.”

explains Nicolas De Santis, President of strategic consultancy and think tank Gold Mercury International, responsible for developing the new strategic vision to reposition Los 40 Principales.


The new brand communicates the renewed vision for digital entertainment and includes a major change in name, which becomes LOS40. The word ‘Principales’ is being dropped because LOS40 is so much more than a TOP 40 list. The new brand logo for LOS40 is a multicolour ribbon effect and symbolizes the connection between cultures, diversity, global music and entertainment without borders, representing the brand’s true international presence. The ribbon also suggests connecting and bonding between different generations, who together enjoy music, content and events.

LOS40 is our most international brand with a presence in 11 countries and with great potential for development and growth globally in musical entertainment. In view of the huge generational changes in the way our consumers listen to music, radio and content, we have developed a new strategy that focuses on expanding our digital scope, creating new and innovative content to meet our users’ needs at all hours and times of the day.”

says Andrés Cardó, CEO of PRISA Radio.

According to Sandra Rotondo, head of Music at PRISA Radio,

As leaders, we are required to develop a new strategy towards a more digital and modern brand; one that will win over new audiences and consumers and be more attractive to our advertisers. Gold Mercury have been a great partner in advancing our business model and devising our transformation to digital.”

NEW STRATEGIC VISION AND NEW BRAND – LOS40


A NEW MISSION – LOS40’s NEW SLOGAN: MUSIC INSPIRES LIFE

LOS40 is convinced that music and entertainment are part of all of our lives. And the new slogan, “Music Inspires Life” aims to promote the power of music to create positive change in the world – part of the new brand mission of LOS40.

The word ‘music’ comes from the Greek Muses, the Greek goddesses who inspired the arts, with music as a coherent combination of sounds and silences based on fundamental principles of melody, harmony and rhythm. MUSIC INSPIRES LIFE reflects the origin of the word and the critical role of music in our lives as an element of inspiration and emotional reflection.”

says Nicolas De Santis, President of Gold Mercury International.


ABOUT LOS40 AND PRISA RADIO

With a presence in 11 countries, LOS40 is the world’s leading music radio brand of PRISA Radio. In recent years, the network’s digital and social media growth worldwide has shown the enormous potential for the brand as a music and entertainment platform. In Spain, it has reached 1.8 million unique users per month (PC and mobile). Internationally, it has a social ‘influence’ of 21.5 million followers, with nearly 4 million in Spain and 18 million in Latin America. LOS40 is also a leader in the production of musical events, with more than 800 annual events and 5 million spectators a year. PRISA Radio is the world’s largest Spanish-language radio broadcasting group with nearly 28 million listeners, 8 million unique users online (comScore) and more than 1,250 stations, either directly owned or associates, spread out over twelve countries.

ABOUT GOLD MERCURY INTERNATIONAL

Gold Mercury works with companies, organisations, governments and leaders to navigate global complexity and develop the strategic visioning and innovation required to build the sustainable business models, organisations and brands for the future. Since its founding in 1961, Gold Mercury has been at the forefront of development of strategic and corporate thinking and visioning tools that help reinvent companies, innovate industries and build a sustainable society. Its Corporate Vision System® is a methodology that brings together 4 core organisational design components to define, manage and maintain a corporate future: Strategic Vision, Global Branding, Business Model Innovation and Organizational and Cultural Transformation. Gold Mercury’s team has built up extensive international experience with global brands such as Iberdrola, Santander, La Caixa, Argentaria, Prisa, Disney, Santillana, Coca Cola, Cepsa, Campofrio and Marvel. In Spain, Gold Mercury was entrusted with both strategic development and brand for the Canal+ Yomvi (now Movistar+), the enormously successful subscriber TV platform and number one for streaming.

Keywords

Brand Strategy, Brand Vision, Strategic Vision, Global Branding, Brand Portfolio Strategy, Digital Strategy, Radio, Music, Entertainment

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