Audacy’s transformation wasn’t just about a new name. It was a reintroduction to the world—of a modern, connected, and consumer-first brand. With BrandActive’s behind-the-scenes leadership, the company turned a compressed timeline and complex ecosystem into a launch that felt effortless.

Client overview
Client: Audacy (formerly Entercom)
Industry: Broadcasting, media and entertainment
System size: 250+ radio stations across 44 markets
Annual revenue: $1.2 billion
Employees: 3,100

The opportunity: Transforming a legacy into a future-facing brand

When Entercom, one of the largest radio broadcasting companies in the U.S., set out to rebrand as Audacy, it wasn’t just a name change. Following its merger with CBS, the company had become a “divided house,” with multiple brands operating independently. The rebrand unified Entercom, CBS, and Radio.com under one B2B and consumer-facing brand. The goal was to signal a bold new chapter: a unified, consumer-first identity that would reflect its digital ambitions, growing podcast portfolio, and modernized purpose.

Audacy needed to bring together 250+ stations, dozens of new business lines, and thousands of employees, all under one cohesive brand. The rebrand needed to resonate with consumers, attract advertisers, and energize internal teams, without disrupting day-to-day operations.

The challenge: 60 days to launch across 40+ cities

Audacy’s rebrand came with a tight timeline and high stakes:

● Deliver Day 1 readiness across 44 regional markets and internal teams
● Maintain strict confidentiality while activating thousands of touchpoints
● Coordinate during COVID-19, across distributed teams and evolving workflows

Every detail, from top-of-the-hour announcements to mobile app updates, had to land in unison.

The solution: Precision, pace, and total alignment

Audacy’s rebrand demanded more than a playbook; it required an orchestration engine. With fewer than 200 people planning the rebrand and an impact reaching over 200 million people across dozens of workstreams and 44 markets, BrandActive served as the operational backbone, aligning people, plans, and priorities to deliver a flawless Day 1 experience.

We partnered closely with Audacy’s internal brand team and executive leadership, managing every interdependency with clarity and urgency, ensuring nothing fell through the cracks, even during a global pandemic.

How it worked:

● Minute-by-minute launch sequencing kept teams in lockstep, aligning every audience, from employees to advertisers.
● C-suite decision standups and daily scrums accelerated alignment across marketing, operation, technology, and communications.
● Custom dashboards delivered real-time visibility into readiness, risks, and spend – driving trust at every level.
● Cross-functional project planning ensured every asset, from on-air IDs to websites, launched without delay.

This orchestration made the difference between a coordinated brand moment and a scattered one.

The impact: Launch that hit every note

Audacy launched with clarity, energy and immediate action. With a national spotlight, a deeply engaged employee base, and a polished execution, the rebrand became a moment of momentum across every audience.

What launched on Day 1
● New brand identity, positioning, and internal values
● Updated B2B/B2C websites and mobile app
● Rebranded on-air assets and new podcast shows
● Legal/DBA changes and operational documentation
● Paid media, social campaigns, and sales materials
● Internal intranet, brand merchandise, and templates

Immediate results
● 89% positive sentiment on social within 24 hours
● 63M+ impressions, 17K website clicks, and 5.6K social mentions
● 100% Day 1 asset activation across all planned channels

B2C momentum
● 30% increase in app installs
● 18% month-over-month growth
● 10K+ new social followers

Advertiser awareness
● 50M+ B2B impressions across LinkedIn, Facebook, and X
● 2M+ video views on YouTube and connected TV
● 10K+ new website visitors from B2B channels

Employee engagement
● Star-studded internal launch event featuring Alicia Keys, Stephen Curry, Ludacris, Nick Jonas, Gary Vee, and more
● High internal enthusiasm and alignment with the new purpose and identity

Sustained success
Post-launch, BrandActive helped build and manage a nationwide signage strategy, from prototyping to implementation, ensuring brand consistency at scale and driving cost efficiency.

“Audacy’s launch marked the beginning of a new era, and BrandActive’s orchestration was essential. From C-suite alignment to minute-by-minute rollout, the execution was flawless.”
— Audacy Executive Team

Want to know more? Reach out to Jennifer Farrelly at j.farrelly@brandactive.com