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The CW's CMO Defends Use of 'OMFG' Promotion

3 Minute Ad Age: June 24, 2008

By Published on .

NEW YORK (AdAge.com) -- Appearing at the Promax/BDA conference last week, Rick Haskin, chief marketing officer of the CW, defended his network's use of a controversial promotion that revolved around the acronym "OMFG" for the new season of its series "Gossip Girl." He said the CW decided to use the F-word reference in its advertising because its viewers frequently used the same term in their own personal conversations. The panel of TV CMOs also discussed the pros and cons of using of "snipes," or lower-third graphic promotions for in-house content, as advertising space.

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