Media & Entertainment Companies

TV stations/networks, websites (entertainment, lifestyle, news, trade, etc.), magazines, newspapers, consumer or trade media, radio stations, broadcasters, etc.

2010 GOLD

Can The Atlantic Turn a Profit?

The Atlantic magazine was an old and stodgy institution. Its circulation was stagnant. It was losing money. Rather than trying to convince people that The Atlantic wasn't as dull as they feared, we set our ambitions much higher: to become the source of mental stimulation so many craved; to bring back deep, nuanced-thinking; to incite people to Think. Again. It's an idea that took the form of neon signs, lively blogs and signs stuck in muffins. Ultimately, it increased the ratebase 13%, digital revenue 93% and attracted 51 new advertisers.

Brand: The Atlantic
Client: The Atlantic
Agency: Euro RSCG
Language: English

2010 BRONZE

Too Soon for a Eulogy

The Yellow Pages are dead, or so we're told. With a devastating decline in share of possession and usage, the SuperYellowPages were fighting a tough battle. In a commodity category, they added something to their printed directories that competitors lacked and that consumers want: the confidence of a guarantee. With the new SuperGuarantee, the company backed the services of their advertisers and gave consumers a reason to keep and use the SuperYellowPages. As a result, the company saw the first increase in share of possession and usage in five years.

Brand: SuperGuarantee
Client: SuperMedia
Agency: TM Advertising
Language: English

2009 BRONZE

Countdown

TV was hot again, but TV Guide was not. Shifting TV Guide from all things TV to all things "my favorite show" connected to fans at a personal level. They hated when their show ended each week; they went through withdrawal. So TV Guide was positioned as the best way to extend their high. Show-specific ads directed fans to TV Guide, telling them it could get them through the week with the magazine, the Web site and the network. After only 10 weeks, perceptions and consideration of TV Guide's three platforms had dramatically increased.

Brand: TV Guide
Client: TV Guide Publishing Group
Agency: Cramer-Krasselt
Language: English

FINALISTS

AMERICA TV Más que publicidad, memorias.

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