Creating brand ‘labels’ for a famous ‘super-indie’

Talkback Thames, owned by global behemoth Fremantle Media, was one of the largest and most famous UK independent production companies – bringing the nation blockbusters like X-Factor and The Apprentice.

But scale isn’t always advantage when getting in front of commissioners, who are constantly looking for fresh new ideas from ‘edgy’ new indies. And internally, too, size can sometimes be a dampener to the innovative spirit.

In 2012, the management took the bold step of exploring ways to divide the business into smaller units with the creation of ‘label’ brands – each focusing on a tight content genre.

Passionbrand worked closely with the creative and production teams within the organisation, to get beyond initial objections, and probe for ways in which greater autonomy, freedom and responsibility could be a spur to breakthrough content.

Ultimately, after months of careful consultation with key talent, five label brands were created – in scripted comedy, entertainment, factual entertainment, comedy entertainment and drama.

Passionbrand developed names and logos for the label brands, and continued to work with the heads of each one to help crystallise an inspiring label vision and foster team spirit.