Brand positioning is always a delicate balance between vision, inspiration and truth. As Theodore Roosevelt put it, “Keep your eyes on the stars, and your feet on the ground.”
Due diligence is essential. Understanding the category, the competition and a company’s ambition is a necessary part of the journey—but it won’t always get you to the destination. Finding the big idea often requires something more: a moment of magic, unlocked through a powerful story.
One such moment came for me this year at Moonwalkers, an immersive experience at The Lightroom in London. Narrated by Tom Hanks, the show retells NASA’s Apollo 11 mission at extraordinary scale and fidelity, placing the audience directly onto the lunar surface. For a moment, we weren’t spectators—we were astronauts.
Watching the moon landing in that space, I was struck by the power of moving image to change us, and to reshape how we see the world. When this footage was first broadcast, beamed across space, it united and inspired humanity. It shifted perspectives, sparked hope, and opened minds to what was possible.
At the time of my visit to the Lightroom, we were wrestling with the new positioning for the world’s leading media services company, the business behind some of the most-watched live events on the planet, including the World Cup, the Tour de France and the ATP Tour. While not as momentous as the moon landing, these events too have the power to move us—and to change how we experience the world.
We shared the Moonwalkers experience with our client, who was drawn to a quote by Eric Williams, then Prime Minister of Trinidad and Tobago: “It is our earnest hope that while we gain the Moon, we shall not lose the World.” He paused, looked at us, and said: “We want to be Moonwalkers.”
It was a moment of conviction that galvanised the team and propelled us towards a bold new brand positioning—launched in 2025, with a clear purpose: “To capture, craft and create stories with the power to transform the way we see the world.”
Written by Terry Tyrrell
