Story: although PRS is well known within the music industry, it did not have a presence with the general public and those who did know the company tended to regard it with mistrust and were confused over its business model.

Approach: in partnership with Spinnaker London, we devised a strategic re-position to shift PRS for Music from ‘The Music Police’ to ‘a non-profit organisation supporting writers and composers to earn a living with their music’.

Challenge: change an ingrained brand's perception.

Results: the brand re-positioning challenged the negative perception of PRS for Music as ‘greedy’ or ‘a tax’ and used emotionally-targeted campaigns to build empathy in their primary audience and shift the perception to a ‘non-profit organisation supporting someone who is trying to earn a living’. The new re-positioning was implemented across key brand channels and led to an uplift of purchased music licenses.

PRS for Music is a society of songwriters, composers and music publishers. It licenses organisations to play, perform or make available copyright music on behalf of their members and overseas societies, and distribute the resulting royalties to them fairly and efficiently.