strategic insight

Evolve {or die}.

BRAND CHALLENGES:

Younger audience viewing habits shifting across new platforms.
The NFL brand itself is seen across multiple media outlets; each owning/presenting in different ways.
NFLN must maintain conservative voice, tone, and presentation to preserve and maintain the heritage and legacy of the NFL parent brand.
Use of inconsistent graphic visuals and messages..

SOLUTION:

Re-brand across new platforms to introduce/re-establish NFLN as the authentic and modern NFL authority.
Modernize the NFLN presentation with new signature graphic and sound package to create consistency.
Competitive pillars reinforced through visual anchors all resolving with the parent brand.
Develop an internal graphic architecture system for daily programming, Original launch events, and Live games.

BRAND LAUNCH CHALLENGES:

Develop and launch a Veterans Coalition with seven competitive organizations
Address equitable access to Covid-19 vaccinations amongst marginalized and socially vulnerable communities
Address vaccination hesitancy amongst minorities by utilizing the trusted voice of the Veteran (also vaccination hesitant)
Limited media and creative resources

SOLUTION:

Develop a national bi-lingual PSA "trust" campaign directly targeting minorities and veterans.
Play upon the double entendre of the word "arms" to reinforce we are in a war against COVID-19
Create a strong CTA through campaign headlines and established hashtags (#thisisoursho) to immediately connect credible medical information to the trusted veteran voice
Utilize relatable photography to highlight the diversity of the communities served
Develop a strategic partnership with AdTechCares to utilize digital media partners to amplify the campaign
Secured additional $10M+ in traditional PSA value through various OOH and broadcast channels

GIVING TUESDAY

BRAND CHALLENGES:

Brand Awareness
Develop a breakthrough fundraising campaign within a cluttered competitive landscape
Limited media resources

SOLUTION:

GO GREY

Create a philanthropic movement during the frenzy of Black Friday encouraging consumers to GO GREY and give back vs shopping
Brand opportunity to OWN the color GREY; reinforcing the organic equity in the 150k veteran volunteers, also known as Greyshirts
Amplify with PSA media partners and partner platforms.
Develop social media brag kit for donors to post and share that they went Grey on Black Friday.

BRAND CHALLENGES:

Fuel TV was potentially slated to transition into a new sports network to appeal to a broader male audience.
Counter-culture lifestyle brand dedicated to the action-sports genre and it's authentic free-spirited audience; suddenly faced with a company-wide acquisition of UFC.
Brand and audience clash between an artistic legacy audience and the un-apologetic fan of MMA created an identity confusion for network and viewers.
Fragmentation of the brand essence and voice continued with the broadening of new sports genres (boxing, drifting, racing).

SOLUTION:

Create a multi-phase network re-brand to polish the corporate identity, tone, and offering.
Phase 1 was to create a new logo and identity for Fuel TV to appeal to a broader male audience.
Envrionment-specific visuals were designed to navigate the sports genres by their environment vs. the sport itself; i.e. land, snow, water, ring, octagon, ring.
Development of internal graphic architecture to promote dayparts; Fight Nights rolled out as programming "events" to create a specific day of the week destination; and Late-Night Cinema was created to maintain our overnight viewing.

BRAND CHALLENGES:

Disney Channel needed to evolve with audience. Tweens perceived the network as a place for little kids.
Programming offered a wide variety of entertainment to appeal to many family members.
Need to create a contemporary voice and break perceptions of the strongly established Disney brand; while still maintaining the overall nostalgia, quality and safe environment.

SOLUTION:

Create a live-action daypart with new Original series as the premier destination for older kids. Launch the Original Movie brand tackling relevant subject matters, typically not discussed in the Disney environment.
Launch Playhouse Disney morning brand as a place for creativity and imagination for the "little kids".
Re-position the channel as a destination for Tweens with a brand campaign highlighting the new live-action offerings and buttoning it with the new tagline, "What did ya expect?"

BRAND CHALLENGES:

The Los Angeles Times, a local iconic newspaper, was experiencing a decline in readers and subscription due to news access being readily available on multiple platforms.
Multiple outlets and sources now providing news in "nuggets". Reader habits shifting from being imbedded into morning or evening rituals; to being consumed in quick headlines on-the-go.
Limited print space, combined with a large coverage area of Los Angeles; led to a disconnect with readers who no longer saw it as the go-to local source.

SOLUTION:

Re-positioning campaign to strategically reinforce the social implications between reading the Los Angeles Times with perceived intellect. A Multi-media "Cliffhanger" campaign positioned the Los Angeles Times as the source for news information; both local and national. Headlines ripped from the day's current news stories were cut off; leaving listeners, viewers, drivers, and readers in suspense and directed to the Times or the answers and information payoff.
A digital password-protected version of the paper was provided to home-delivery subscribers as a value-added to access LAT coverage anywhere.
Re-gain local advantage by expanding local Metro news to connect with readers in their backyards. Journalist photographs were added to humanize the local aspect of the section.