Embedding a Client-centred Culture and launching a Global Content Studio


Euronews has been through a period of transformation, with NBC acquiring a 25 per cent stake in their business and the launch of their own content studio, Embrace. With the NBC tie-up creating huge changes on screen and likely to prompt a significant uptick in the audience, and with the launch of Embrace creating new content possibilities for advertisers, Euronews wanted to ensure that ‘ways of working’, culture and people were equipped to make the best of this brave new world.


True & North worked with the Chief Revenue Officer at Euronews to identify two areas to support the commercial team. The first was to help them create a clear and compelling new trade marketing narrative; the second was to impart a best-in-class conceptual sales framework to support the commercial refresh and launch of the content studio.

The annual EuroNews sales conference was the perfect opportunity for True & North’s expert coaches to deliver their tailored strategy, with everyone from the Chief Revenue Officer to TV presenters and entry-level researchers taking part in the training, working on new business opportunities and live briefs.

  • Firstly, True & North showed how successful brands talk about themselves succinctly and shared the common principles in a simple storytelling framework before supporting the team co-create the beginnings of a new trade narrative.
  • Secondly, True & North create a failsafe four-step approach for proactive content sales and brief responses. This would enable different teams (content studio, sales, research and editorial), to align all internal capabilities to solve the ‘one’ customer challenge

Following the sales conference, the new customer strategy was incorporated into Euronews’s pre-sales process and CRM. True & North then met with the Euronews team in Paris and London for further coaching sessions, working on new briefs and further embedding the new brief response process.


In the year since adopting True & North’s strategy, Euronews is finding that its new customer engagement strategy has seen clients benefitting from an invigorated approach. In 2017/18 the global news advertising market contracted by 8%, during that same period Euronews’s revenue grew by almost a third.

Euronews’s staff had an overwhelmingly positive reaction. Over 90 per cent of those surveyed agreeing that the training helped them work together more collaboratively and that they answered briefs better; the same number said that they felt more confident tackling briefs as a result.