The appointment follows a two-month review which initially focused on a campaign only for CNN's online service. "We decided that at this point in our marketing efforts it was best to have our integrated brand message represented by a single agency," says Holly Arnowitz, exec VP-strategic marketing at Turner Broadcasting Sales.
The new, multi-media creative executions will break in May with national and spot TV, online, radio, print and outdoor. The campaign will build on the "You Are What You Know" tagline, focusing on the CNN brand across both TV and the Internet.
Created by Hill, Holliday, Connors, Cosmopulos, the "You Are What You Know" campaign rolled out last June and was taken over by New York-basedMoss/Dragoti as it continued to evolve.
Copyright March 2000, Crain Communications Inc.