Hallmark Channel parent Crown Media confirmed it has selected Mediahub as its media agency of record, as the cable TV programmer looks to reposition its image in the marketplace and differentiate itself in an increasingly crowded streaming landscape.
Best known for its original holiday movies, Crown Media has received criticism in recent years for its lack of diversity. The issue came to head in January 2020 when its longtime CEO Bill Abbott departed the company following the company’s controversial decision to pull an ad showing a same-sex couple (it later apologized and reinstated the ad).
Since then, Crown Media has named Wonya Lucas as its new CEO, and she has been working to make the channel group more inclusive and representative. In an interview with Ad Age earlier this month, Lucas said the brand is about "love and a sense of hope and optimism, which are universal themes regardless of who you are in the world." Ultimately, people want to see themselves in the content, she said, and that there are cultural nuances that transcend race and gender that the company is looking to reflect in its storytelling moving forward.