COOK ROSS
CEO TRANSITION & ANNOUNCEMENT
OUR TASK
CNBetter Media was brought in—white-labeled through Suntrace Media—to support Cook Ross during a pivotal leadership transition.
As the firm’s founders prepared for retirement, Cook Ross sought to introduce a new CEO who could not only lead day-to-day operations, but also carry the organization’s values forward while elevating the brand into its next era. The transition required thoughtful, intentional communication that honored the firm’s legacy while confidently signaling what was to come.
Our role was to help shape and articulate that moment—ensuring the announcement felt human, credible, and inspiring to internal stakeholders, clients, and the broader community.
OUR SOLUTION
CNBetter Media led the strategic storytelling and scripting behind the CEO announcement, serving as the narrative architect for the transition.
Executive Discovery & Message Development
- Conducted an in-depth interview with the incoming CEO to understand her leadership philosophy, personal journey, and vision for the firm.
- Identified the key themes that needed to be communicated to establish trust, continuity, and confidence.
Storyboarding the Narrative Arc
Using insights from the interview, CNBetter Media storyboarded a three-part narrative structure for the announcement video:
- Introduction & Leadership Identity – who she is and what she brings to the role
- Honoring the Legacy – recognizing Cook Ross’s past and foundational values
- Vision for the Future – articulating the present moment and outlining the firm’s next chapter under her leadership
The video closed with a promise of excellence, reinforcing stability, integrity, and forward momentum.
Scriptwriting & Creative Direction
- Wrote the full executive script, carefully balancing authenticity, authority, and warmth.
- Provided delivery coaching and on-camera guidance to ensure the CEO felt confident and natural in her presentation.
- Collaborated closely with the Suntrace Media production team, contributing real-time creative input on shot selection, pacing, and visual flow to enhance storytelling impact.
While Suntrace Media directed and produced the video, CNBetter Media remained deeply involved throughout the process—ensuring the final product aligned with strategic intent, tone, and brand positioning.
OUR RESULTS
- Delivered a polished, emotionally resonant CEO announcement video
- Successfully positioned the new CEO as both a steward of Cook Ross’s legacy and a visionary leader for its future
- Supported a smooth leadership transition with clarity and confidence
- Expanded Cook Ross’s communications approach beyond traditional announcements into purpose-driven executive storytelling
This project demonstrated CNBetter Media’s ability to operate at the intersection of strategy, storytelling, and leadership communications.
By shaping a narrative that honored the past while confidently embracing the future, we helped Cook Ross introduce new leadership in a way that felt intentional, human, and aligned with the firm’s values—proving that when transitions are communicated with care, they become moments of inspiration rather than uncertainty.
Clients:
Cook Ross
Project Demands:
Executive Messaging & Positioning, Brand Narrative Development, Leadership Transition Communications, Video Scripting & Creative Direction
Category:
Thought Leadership & Expert Positioning
Similar work.
CNBetter Media is a full-service public relations and integrated marketing agency helping big brands, small brands doing big things and captivating voices go from background noise to household names. Through a strategic mix of specialized services, we successfully help our clients get in position for the visibility they want and the recognition they deserve. The agency is based in Atlanta, Georgia, but equipped to serve the world thanks to a rock star team stationed across various U.S. cities with expertise across multiple industries.
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