Pittard Sullivan Colors ABC's Branding Efforts

Network Takes ‘One-Channel Marketing’ Concept Beyond Yellow
LOS ANGELES–ABC is adding new colors to its brand image campaign, which to date has used only yellow.
New on-air spots, the bulk of which broke last week, from Pittard Sullivan, Culver City, Calif., use black-and-white footage or still shots of the network’s talent alongside the ABC logo, set against red, blue and yellow backgrounds.
ABC’s agency of record, TBWA/Chiat/Day, Playa del Rey, Calif., first used the yellow background in outdoor and print branding ads.