NATO is looking to upgrade its branding for a new generation, and it has contracted an Albuquerque-based firm to lead the way.
Agenda and London-based partner MHP Communications have launched the WeAreNATO campaign, which “focuses on the benefits of solidarity between NATO Allies, and the role the Alliance plays in maintaining Euro-Atlantic security,” said a news release from Agenda, an Albuquerque-based marketing and communications company.
The campaign is the first major NATO-wide branded communications campaign in nearly a decade, according to the release.
In early February, after over 10 months of research, Agenda and MHP began developing the multi-platform “franchise” campaign and shortly after began field-testing it with member nations such as Lithuania, Spain and Canada.
“It’s an entire brand for the alliance,” Agenda partner Doug Turner told the Journal. “We built the messaging framework that each country can use and develop on their own.”
WeAreNATO uses video, pictures and social media to promote partnership across member nations. One of its images could be seen in photos Thursday from the NATO summit in Brussels, which President Donald Trump attended.
But the campaign is also designed so it can be personalized by any of the 28 member countries. For example, a particular country can use the materials to emphasize its own troops or humanitarian efforts.
One of the major aspects of the campaign is use of the hashtag WeAreNATO to focus attention on younger generations. It is already in use by member nations, Turner said.
Agenda is one of three communications companies under contract with NATO, and it has been working with the alliance on various projects since fall 2015. Turner would not disclose the dollar amount of the five-year contract.
Agenda began in 1998 as DW Turner and rebranded in 2012. In doing so, the company expanded with offices in Washington, D.C., and elsewhere.
“It’s crucial that our citizens, particularly young people who have grown up in times of peace, understand what NATO is and what we do,” NATO’s Assistant Secretary General for Public Diplomacy Tacan Ildem said at the campaign launch this week.