Media & Entertainment Companies

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

2006 BRONZE

Icons

The Chicago Tribune was perceived, even by some readers, as old and standoffish and was losing readers to alternatives viewed as more relevant and approachable. Advertising depicted the ways in which the Tribune is a relevant and indispensable part of everyday life in a humorous manner. Ratings on aspects of relevance and approachability increased as result.

Brand: Chicago Tribune
Client: Chicago Tribune Company
Agency: DDB Chicago
Language: English

2005 GOLD

Very Funny

The broadcast industry is faced with declining and aging audiences. A long-term trend that TBS went to battle with. They stopped saying we're all things to all people: "The Superstation", and instead focused instead of saying we're "Very Funny." And in less than 6 months, TBS exceeded its impossible goals of audience expansion and decreasing viewers median age. It did this by tapping in to an unmet need for relatable humor - humor based on the every day stressed and tribulations of life. TBS showed it understood humor, was a home and purveyor of humor, and was the arbiter of what is funny and is not funny.

Brand: TBS
Client: TBS
Agency: Publicis New York
Language: English

2005 BRONZE

TV Guide Color Bar

Amid poor user perception, lack of editorial credibility, and the belief that it was a dying brand, TV Guide set out to reverse its rapidly declining ad sales. By shaking current perceptions of the magazine and reestablishing its relevancy, this campaign successfully reversed a three-year decline in ad sales and reintroduced TV Guide to the ad community.

Brand: TV Guide
Client: TV Guide Publishing Group
Agency: The Richards Group
Language: English

FINALISTS

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