CLIENT
CBS
George Schweitzer, President of Marketing, CBS
Anne O'Grady, EVP Marketing, CBS
Derek Milstead, Promotional Marketing, CBS
PepsiCo.
Frank Cooper, CMO, Pepsico
Seth Kaufman, Dir. Of Media Strategy, PepsiCo
Chad Stubbs, Media Strategy & Investment, PepsiCo
AGENCY
Alan Cohen, CEO
Jonathan Haber, US Director, Ignition Factory
Jack Choate, Project Manager, Ignition Factory
Wanda Kato, Group Account Director
OMD
Americhip
Entertainment Weekly (Time Inc.)
SUMMARY
With the severe downturn currently accelerating in the print industry, we identified the medium as ripe for innovation and re-invention. The goal was to do something in print that would ensure the integrated messaging for CBS and PepsiMax would come to life and for the first time organically tie the print medium to a true television experience. As a centerpiece to its 2009 Fall Season launch campaign, CBS, with new promotional partner PepsiCo, introduced the first-ever use of video in print advertising. Introducing readers of a magazine to the allure of sight, sound and motion and directly delivering consumers CBS and PepsiMax video content on the printed page.
