Campaign of Distinction: Dancing With the Stars

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

Campaign of Distinction: CNN=Politics

CNN promotions producer John Dance created his own campaign for the “CNN=Politics” campaign. At the start of 2006, as the promotions department at the news network was considering the appropriate on-air campaign for the 2006 midterm elections, he made a…

Campaign of Distinction: March of the Penguins

When Hallmark Channel ran the Academy Award-winning documentary “March of the Penguins” in November, the film pulled in the network’s highest numbers to date with a 4.1 household rating, reaching more than 3 million homes. While the adorable flightless birds…

Campaign of Distinction: Sexual Health

Because it programs to high school and college students, MTV has aired public service announcements on sexual health for a number of years. The network tweaked its campaign last year, adding spots designed to empower young women. “We usually do…

Campaign of Distinction: Break the Addiction

MTV made a big commitment to the planet last year. Earth Day 2006 was the start of a daily public service announcement campaign that ran for a year. Called “Break the Addiction,” the spots included both big-picture messages on global…

Campaign of Distinction: We Share

PBS Kids Sprout holds the distinction of being one of the few networks that launched on video-on-demand before earning a linear berth. The network debuted in April 2005 on VOD and added linear distribution that fall. As a growing network,…

Changes to Plan Can Prove Costly

Returning to Work Already Done Saps Media Team’s Forward-Looking Energy