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.
Pittard Sullivan last year won an assignment to use similar design elements in on-air ads touting ABC’s prime-time programming. This year, the project was expanded to include the news and sports divisions.
The look and feel of all the ads–and of promos produced by ABC from a tool kit supplied by Pittard–is uniform, with the news spots using blue and sports IDs and promos using red. Spots touting prime-time shows will stick with the yellow, as will ads and promos for daytime programming.
The approach is part of ABC’s “one-channel marketing” scheme, introduced by Alan Cohen, ABC Entertainment executive vice president of marketing. One-channel marketing aims to present a single, unified brand across all ABC programming and bring a consistent look and feel to the network and its stations.
“Pittard Sullivan was hired to further develop this strategy,” said Marty Wall, the agency’s senior vice president of marketing communications, who was executive producer on the project.
Dale Everett, Pittard’s vice president and supervising creative director, said using blue for news and red for sports followed an audit of the network that revealed “equity in existing colors.”
“We all got a good laugh at the idea of using yellow for journalism,” he said.