PBS

PBS content had evolved significantly over the years. But despite more contemporary and varied offerings, perceptions of “your father’s PBS” remained. With important upfront meetings with media planners and buyers looming, PBS needed to reinvigorate their brand to connect with a new generation of media professionals, while also sharing compelling data.

Armed with research showing a highly-engaged, thoughtful, and therefore more valuable audience, we created a unified, cross-channel marketing and sales effort communicating the advantage of reaching not just eyeballs (like most trade efforts) but instead, engaged minds. 

Get them while they’re thinking became the platform for the opportunity and value PBS offered. A call to reconsider the sway of an audience. And through messaging and engagement unlike “your father’s PBS,” a reconsideration of a brand.