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MSNBC overhauls its digital offering to complement on-air brand


By Jennifer Faull | Deputy Editor

November 5, 2013 | 1 min read

MSNBC has redesigned in an effort to make its digital offering more consistent with the on-air brand.

The platform is wholly owned by MSNBC’s parent company NBCUniversal, having dissolved its 1996 joint venture with Microsoft last year. NBCUniversal tasked SapientNitro with its overhaul.

The network felt its digital presence was disjointed over many different experiences and inconsistent with the overall brand. Instead it wanted a unified digital experience that would become a go-to resource for news.

SapientNitro reworked site to feature video content, original reporting and analysis, and interactive discussions throughout, with user experience at its core in a bid to engage with MSNBC’s online community.

Instead of overloading users with information, the homepage now showcases only ten stories while four interactive tabs up top aim to provide key information and get users involved in issues: Explore, Watch, Join In, and Speak Out.

The updated site was rolled out today, 5 November.

NBC Web Design Drum News

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SapientNitro, part of Sapient, is an integrated marketing and technology services firm. We create and engineer highly relevant experiences that accelerate business growth and fuel brand advocacy for our clients. By combining multi-channel marketing, multi-channel commerce and the technology that binds them, we influence customer behaviour across the spectrum of content, communication and commerce channels resulting in deeper, more meaningful relationships between customers and brands. SapientNitro services global leaders such as Chrysler, Citi, The Coca- Cola Company, Singapore Airlines, Target and Vodafone through our operations in North America, Europe and Asia-Pacific. For more information, visit our website or follow us on Twitter.

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