Broadcasting in 25 countries or regions, NRJ is the world’s most-franchised brand for Contemporary Hit Radio stations.
Over the years, radio’s position has been changing gradually, brand manager Gaël Sanquer says in this interview. “The value of a station was, more or less, the music. Today, it’s everything but the music. Our listeners have the music for free, everyday; everywhere. So we have to be creative in the branding, content, entertainment and events. And offer listeners what they’re not able to find on streaming services.”
The right mix
Creating and maintaining brand awareness is something he finds to be essential: “The branding and the on-air marketing is something very important for NRJ”. Every day, he’s diligently working on crafting the ultimate listening experience. On the right mix of scheduled music and accompanying imaging elements, such as power intros, format explainers and jingles. “To have something relevant, creative and unique.”
The station’s most recent imaging update consists of another 10 custom-made jingles that match the sound of today’s playlist. It can be heard all across France as well as on many stations abroad, which include major markets such as Germany and various Scandinavian countries.