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2007 GOLD MEDIA & ENTERTAINMENT COMPANIES
UNITED STATES
TLC Life Lessons
RAN IN: United States
CLIENT
The Learning Channel
David Abraham, EVP - GM Derek Koenig, SVP Mktg. Neile Hartman, Dir. Mktg. Strategy Doug Seybert, Dir. Mktg. Strategy Amy Winter, Creative Dir.
Christopher Mumford, VP - Management Supervisor Sarah Burgess, Account Supervisor Kathy Cho, Account Coordinator Katherine Wintsch, VP - Senior Strategic Planner Mike Hughes, President - Managing Partner - Creative Dir. Sean Riley, VP - Creative Dir. Todd Brusnighan, Copy Writer Pat Wittich, VP - Art Dir.
PHD
Jennifer Neal, SVP - Managing Dir. Heather Gregg, Associate Media Dir.
Crew Creative Agency
Tom Oksner, Team Leader Shannon Stancil, Account Executive
SUMMARY
TLC's ad sales and ratings were down and viewers were emotionally disconnected from the network. With the heydays of Trading Spaces long gone, viewers and ad buyers weren't sure what TLC stood for any more. TLC needed a new identity. We resonated with a lifestage and we created a strategic platform that would define the network as something more than just a TV channel. Based off human truths, the Life Lessons campaign took TLC in a new direction. The Campaign revitalized TLC, increased ratings and engaged our viewers.
