CLIENT
The Learning Channel
David Abraham, EVP - GM
Derek Koenig, SVP Mktg.
Neile Hartman, Dir. Mktg. Strategy
Doug Seybert, Dir. Mktg. Strategy
Amy Winter, Creative Dir.
AGENCY
Christopher Mumford, VP - Management Supervisor
Sarah Burgess, Account Supervisor
Kathy Cho, Account Coordinator
Katherine Wintsch, VP - Senior Strategic Planner
Mike Hughes, President - Managing Partner - Creative Dir.
Sean Riley, VP - Creative Dir.
Todd Brusnighan, Copy Writer
Pat Wittich, VP - Art Dir.
PHD
Jennifer Neal, SVP - Managing Dir.
Heather Gregg, Associate Media Dir.
Crew Creative Agency
Tom Oksner, Team Leader
Shannon Stancil, Account Executive
SUMMARY
TLC's ad sales and ratings were down and viewers were emotionally disconnected from the network. With the heydays of Trading Spaces long gone, viewers and ad buyers weren't sure what TLC stood for any more. TLC needed a new identity. We resonated with a lifestage and we created a strategic platform that would define the network as something more than just a TV channel. Based off human truths, the Life Lessons campaign took TLC in a new direction. The Campaign revitalized TLC, increased ratings and engaged our viewers.
