Baltimore Station Rebrands to Underscore Local Focus

By Stephanie Tsoflias Siegel Comment

ABC 2, the Scripps owned station in Baltimore, is rebranding ahead of the May book to emphasis its focus on local coverage across Maryland.

In a release, the station announced it will change all of its branding to WMAR-2 News, Working For You, effective today. The Working For You brand has always been a mantra of the station’s news collecting efforts.

“Local reporters following local beats, acting as advocates for our audience is at the core of who we are – that is why our slogan “Working For You” is not changing,” said news director Kelly Groft. “Our dedicated reporters will continue to offer meaningful storytelling, essential journalism and make authentic connections with our viewers.”

“We felt that incorporating the legacy ‘2’ alongside a new look for our “WMAR” call letters was the most vibrant way to honor our past while committing to our future as a new media entity for Baltimore. Our creative team did a phenomenal job with the redesign task that signifies who we are and where we are headed,” said senior director of creative services, Rob Brockmeyer.

The station says this underscores a rededication to focused, local content. Adding the call letters to the brand does that, said the station’s general manager Bill Hooper.

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