Changes to Plan Can Prove Costly
Returning to Work Already Done Saps Media Team’s Forward-Looking Energy
Advertising
Hispanic Upfront Likely Will Climb 7%
Telemundo Develops Ad-Free Telenovela; Unilever Works With Univision to Build Web-Based Show
Guest Commentary: Building the Brand: The Multiscreen Challenge
Just when we thought we knew how to make television, the whole screen turns upside down. And multiplies! This week, some of the best, most creative marketing minds will be gathering in New York for the annual Promax/BDA event. Typically,…
Campaign of Distinction: According to Jim
Some campaigns are scribbled on a cocktail napkin, others are inspired by an offhand comment. WGN’s campaign to debut “According to Jim” was in the latter category. “It actually started as a lark,” said Joanne Stern, WGN’s director of creative…
Campaign of Distinction: It’s a New Day
As Meredith Vieira prepared to step into Katie Couric’s seat at “The Today Show,” NBC faced a kind of relaunch: same show, new faces. “The campaign started with the line ‘It’s a new day today,’ which had two meanings,” said…
Promax Abuzz With President Potential
Marketers Gather, Eager to Learn Who Will Step Into Chabin’s Shoes
Campaign of Distinction:Grey’s Anatomy
When ABC president of entertainment Steve McPherson made the decision to move “Grey’s Anatomy” from Sunday to Thursday night, the network’s marketing team knew it faced a daunting task. “We wanted to get as many people as possible who watched…
Campaign of Distinction, Heroes
Promoting a show about people with superhero abilities is tricky. “We didn’t want to make this a niche show,” said Vince Manze, then president and creative director of the NBC Agency (now president, NBC program planning, scheduling and strategy). The…
Landing Clinton A Coup For Organizers
Popular President Sees Gains to Be Made