2008 GOLD

SMALL BUDGETS

A FULLER SPECTRUM OF NEWS

MSNBC.COM, MSNBC.COM

Catherine Captain, VP-Mktg.

SS+K

Marty Cooke, Part.-CCO
Joe Kessler, Part.
Russell Stevens, Part.
Danielle Tracy, VP
Amit Nizan, Assoc.
Michelle Rowley, Sr. Assoc.
Sam Mazur, VP-Assoc. Creative Dir.
Matt Ferrin, VP-Assoc. Creative Dir.
Katie O'Kane, Jr. Assoc.

BEAM

MEDIA KITCHEN

FUEL INDUSTRIES

msnbc.com's challenge was to grow the brand by defining and differentiating it in a world of strong competition. Learning that msnbc.com was appreciated for being open to the entire editorial continuum - from the war in Iraq to Angelina Jolie - we created msnbc.com's first branding campaign, "A Fuller Spectrum of News." Identifying a new target, the News Explorer, we connected with them using msnbc.com RSS feeds to fuel an online game, a screensaver and the first in-theater, audience-participation game. While the category focuses on news consumption, msnbc.com owns its enjoyment.