ATLANTA - Burly Bear Network, the New York-based provider of "reality-based, adventurous programming" to colleges and cable television systems, has placed its advertising account with Work in Richmond, Va.
The agency was awarded creative-only duties, though it is in discussions with client officials about the feasibility of adding media planning and buying as well.
The client connected with the advertising agency through a third-party referral.
"They were talking about doing some broadcast and they wanted somebody who could build their brand," said Work founder Cabell Harris. "We met with them and they liked our thinking."
The result of that meeting was a series of black-and-white print trade ads, which led to Burly Bear's decision to sign Work to a retainer agreement.
"They liked what they saw and wanted to make it long term," Harris said.
The network was developed in 1994 by a group of recent college graduates. Headquartered in New York, the company distributes its programming to more than 6.5 million subscribers, including 3.4 million college students at approximately 300 universities.
The company was recently merged into Broadway Video, which is owned by Lorne Michaels, executive producer of Saturday Night Live and Late Night With Conan O'Brien.
In addition to the trade advertising campaign currently running, Work will produce 15-20 television spots as part of an image and branding campaign on behalf of the network.
"[Burly Bear] gives advertisers a direct link to college students, and college students the most relevant, entertaining television on the air," said Harris. "That's a lot of material for a creative team to be handed. This will be a showcase account for both Work and Burly Bear."
"We feel as though we've stumbled upon the creative bastion of the South," said Burly Bear chief executive officer Danny Stein in a statement.