Context & Challenge
A new ambition
Euractiv is a leading independent media outlet covering European affairs, combining sector expertise, pan-European coverage and in-depth analysis to make sense of the issues shaping Europe, in Brussels and beyond the EU bubble.
In 2026, Euractiv becomes Rapporteur. More than a change of name, the rebrand reflects a broader ambition: to strengthen its position among the media that matter for understanding Europe, with independent, expert journalism that connects European decisions with national realities.
Our challenge: to introduce Rapporteur without losing the trust built by Euractiv, and turn the rebrand into a campaign capable of quickly establishing the new name and its personality.
Strategic Insight
Two asterisks to read beyond the headlines
To announce the rebrand, we took one of the most distinctive elements of its new identity, the two asterisks in its logo, and turned them into the creative thread running through the entire campaign.
An asterisk invites you to look beyond what is immediately visible, signalling that a piece of information deserves to be completed, clarified or put into perspective. Context, nuance, evidence, a reality check: precisely what Rapporteur aims to bring to the way European news is understood.
The ** become a campaign language in their own right, both visual and verbal, giving headlines a second reading and playing with words to capture attention.
The concept is built around a simple idea: “The footnote changes everything.”
From “Everything you read to know about Europe**” to “Agrifood for thought**” and “There has always been a rapporteur in the room** Now there is one in your pocket.”, each headline plays with this second reading before letting the asterisks sign off the campaign:
“The asterisks that bring news. Not noise.”
Solutions
Bringing the concept to life across every touchpoint
The campaign unfolds across the streets of Brussels and digital channels, bringing the ** to life far beyond the logo.
On the street, the footnote literally becomes a physical object: it escapes from a deliberately minimalist billboard and extends into the public space, bringing the concept “The footnote changes everything.” to life.
The sign also appears where news is read and shared. Rapporteur journalists and team members add the ** to their names on LinkedIn, while campaign headlines are adapted across DOOH and digital in response to current affairs and the publication’s areas of expertise.
From the streets to social feeds, the two asterisks become the signature of a campaign designed to establish a new name without erasing everything that came before it.
Results & Impact
The campaign is still live, so it is too early to share the results. In the meantime, you can still discover it across the streets of Brussels and online.
