EMG and Gravity merger: What will happen to the brands?
EMG’s Nova 52 OB van
With EMG and Gravity Media today (11 January) announcing a deal to create a global production and broadcast services firm, there is now a question as to what happens to both organisation’s brands.
Shaun Gregory, the current chief executive of EMG who will serve as global chief executive of the combined business, acknowledged that it is an “emotive” subject.
“We don’t want to be like Elon Musk who moved Twitter to X and destroyed between four and 20 billion dollars of value in the business.”
He said: “It’s one of those things that people get super emotional about, so we have taken specialist outside resource – companies that are deep rooted in taking the best of both brands – to come up with something really exciting.
“We’re also taking the time to consult our own people who clearly have expertise and value to add to that process, and we will also consult with our customers and take the correct amount of time to get it right; a lot of companies rush into this, but we want to do it properly.
Read more:
EMG and Gravity Media agree merger
How Covid-19 nearly derailed the deal and what it means for staff
Common platforms and technology roadmaps
Both EMG and Gravity Media are no strangers to undertaking rebrands. Gravity Media was formed by Newton in 2000 and subsequently acquired – and rebranded – established broadcast and production houses Gearhouse Broadcast, HyperActive Broadcast, Input Media, and Chief Entertainment. Just under two years ago, EMG rebranded its subsidiaries CTV and Telegenic under the EMG banner.
According to John Newton, executive chairman of the newly combined EMG/Gravity Media group, one thing is for sure: “We don’t want to be like Elon Musk who moved Twitter to X and destroyed between four and 20 billion dollars of value in the business.”
He said: “We are a B2B business anyway, so our clients know what we do and there is a brand awareness of both companies, but when we land on the right outcome, that will be messaged.
“It’s fair to say that you have two strong brands, and there’s brand equity in those, so we don’t want to make a quick and hasty decision…during 2024, we will come up with our brand architecture and our go-to-market strategy.”