<div class="gn-article"><div class="gn-hero gn-reveal"> <div class="gn-hero__image"><img src="https://cdn.prod.website-files.com/687a235da6861294eec73166/69fa70aa8597be23248bf6e5_ao-x-tba-banner-2-68c87f663d11c057476349.jpeg" alt=""></div> <div class="gn-hero__head"> <span class="gn-kicker"><span class="dot"></span>News</span> <h1 class="gn-title"><em>Pitch Win:</em> AO Appoints The Behaviours Agency to Lead Strategic Brand Positioning Post-Acquisition</h1> <div class="gn-meta"> <strong>The GO Network</strong> <span class="pip"></span> <span>28 July 2025</span> <span class="pip"></span> <span>1 min read</span> </div> </div> </div> <div class="gn-body"> <p class="gn-lede gn-reveal">Following the acquisition of musicMagpie and its U.S. counterpart Decluttr, AO needed a strategic partner to help answer a series of critical brand questions, from naming and positioning to long-term audience strategy and integration planning.</p> <h2 class="gn-reveal">The Search</h2> <p class="gn-reveal">The GO Network worked closely with AO's brand leadership team to identify partners with a proven track record in post-acquisition brand strategy, consumer electronics, and complex B2C ecosystems.</p> <blockquote class="gn-blockquote gn-reveal">"We weren't looking for a traditional rebrand. We wanted honest insights, tough questions, and a partner who could help us make the right long-term choices. The GO Network understood that immediately and brought us a shortlist that raised the bar. The Behaviours Agency impressed from day one."<cite>Arafa Heneghan · Brand Director, AO</cite></blockquote> <figure class="gn-fig gn-reveal"> <div class="gn-fig__media"><img src="https://cdn.prod.website-files.com/687a235da6861294eec73166/69fcb04a341e22c6faa910ea_69fcb04ab80b107011fce3f0_default-image-musicmagpie-68c34d6fea7a3128964675.webp" alt="AO and musicMagpie brand positioning project"></div> <figcaption>AO's acquisition of musicMagpie prompted a strategic brand positioning review covering naming, hierarchy, and audience strategy.</figcaption> </figure> <h2 class="gn-reveal">The Appointment</h2> <p class="gn-reveal"><strong>The Behaviours Agency</strong> will now work closely with stakeholders from both AO and musicMagpie to deliver an insight-led strategic roadmap. This will cover areas such as brand hierarchy, naming, tone of voice, and customer segmentation, alongside recommendations for promotion and positioning in the short, medium, and long term.</p> <p class="gn-reveal">The agency's remit also includes identifying consumer perceptions around sustainability, price sensitivity, and refurbished product bias, shaping how both brands communicate value in a highly competitive retail landscape.</p> <aside class="gn-quote gn-reveal"><q>This brief demanded strategic clarity and creative bravery.</q><cite>Sam Johnson · Head of Brand Partnerships, The GO Network</cite></aside> </div></div>