Time Warner Rebrands As WarnerMedia Following AT&T Merger
Yesterday (15th June) and within hours of AT&T formally merging with Time Warner, AT&T’s newly acquired ex-Time Warner media business unit as renamed itself as “WarnerMedia”, ending the use of the “Time Warner” corporate brand which was originally introduced in 1990 and has been used in various forms since. The new logo has a simple design with a sans-serif font with black and white background variants. The use of the Time Warner brand in recent years has been rather confusing, this is why a new name was needed, especially when Time Warner Cable was spun-off in 2009 (now part of Charter Communications as of 2016) leaving two separate companies with the same name. Also Time Warner spun-off its publishing division – Time Inc. in 2013, so the company had no reason to use The “Time” name either. It’s likely that the company didn’t want to rebrand as the company was up for sale and a buyer would likely change the name anyway.
Following the $85 billion merger, the CEO of AT&T – Randall Stephenson has promised to make sure that WarnerMedia and its sub-divisions (Warner Bros, HBO and Turner) will continue to have the same level of creative freedom as if it was still an independent company, the reason being is that AT&T’s core business is communications and not media, they would rather allow existing management who know the media industry to continue to work for WarnerMedia. AT&T has also promised to invest $21 billion into the WarnerMedia business to help it compete against fast-growing new-media rivals – Netflix and Amazon.
In a statement about WarnerMedia’s continued creative independence, Randall Stephenson said: “We’re big fans of your talent and creativity. And you have my word that you will continue to have the creative freedom and resources to keep doing what you do best.”
The division of WarnerMedia that owns Cartoon Network, Boomerang and other associated brands – Turner has already seen a major management change, the CEO of Turner – John Martin is stepping down, it’s not known on how much of an impact that AT&T’s acquisition will have on Turner, but they said, very little will change, although people are concerned over job redundancies because of cost efficiency reasons and there will be some redundancies at the corporate functions level. Turner President – David Levy, Turner International President – Gerhard Zeiler and CNN Worldwide President – Jeff Zucker will be running the company at least in the interim following John Martin’s departure. All three will report to WarnerMedia’s new CEO – John Stankey, who himself also replaces ex-Time Warner CEO Jeff Bewkes.
The Time Warner website has been updated to include the new WarnerMedia logo, as of yet, nothing much has changed.