How do you change the perception of a brand?

AMC approached Plus to help reposition the cable network as "the" destination for classic entertainment. The result is an identity and brand position that incorporates the use of iconic images, quotes and themes from AMC's library of films and original programming.

The award-winning rebrand was integrated into a large brand push that led to substantial ratings increases (2008 was AMC's strongest ever in key demographics during primetime and other key dayparts). The network ranked in the top 10 in males ages 25-54, helping AMC realize double-digit gains across key adult/male audiences.

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