Advertising Industry
Industry: Email Alert RSS FeedABC SETS OUT IN SEARCH OF SHARPER BRAND IMAGE.
Advertising Age, November, 1998 by Ross, Chuck
"TV is good" is not good enough for ABC anymore.
The network, third in the ratings among the Big 3 so far this season, is reaching beyond TBWA/Chiat/Day, Playa del Rey, Calif., as it sets out to more clearly define its brand identity.
ABC plans to keep working with the shop, but is talking to strategic brand consultancies -- and possibly other agencies -- to create a campaign "that is much more specific than just celebrating TV, which is what ABC's current effort is based upon," said one executive familiar with the plan.
ALL-ENCOMPASSING
The network wants to develop a new mission statement that will inform all programming, from news to sports to morning to prime time. One reason this is possible is that all those areas now report to...
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