NEW YORK – Citing the agency’s local marketing expertise, cable channel Outdoor Life Network has awarded its ad account to Burkhardt & Hillman following a review.
B&H here bested Grey Entertainment and Earle Palmer Brown, both New York, for creative and media responsibilities on the $4 million business, said Wendy McCoy, marketing director at the Stamford, Conn.-based channel.
OLN split with Mullen, Wenham, Mass., at the end of last year. “Distance was becoming a [logistical] problem. We were not able to meet very easily in person,” said McCoy, who emphasized that OLN was “pleased with the work that Mullen has done.” Mullen executives agreed they had left OLN “as friends.”
Mullen’s most recent TV spot for the client features a young boy who dreams of climbing a mountain. His ambition is realized in adulthood. The tagline: “Television with a view.” OLN has since dropped that line in favor of, “The leader in outdoor adventure.”
B&H’s strategy of targeting consumers who would be most interested in OLN through local media, and urging them to write their cable company requesting the service, clinched the pitch. OLN, seen in 13.5 million homes, has struggled in the last two years to persuade cable systems to pick up its service.
Agency principal Patrick Hillman expects the first work for the client to break this summer. He said the client’s tagline may change and that future ads may emphasize the channel’s environmental programs.
OLN spent about $3 million on ads last year, per Competitive Media Reporting. –with Sarah Jones
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