Game Show Network Declares Seiniger Winner

LOS ANGELES The Game Show Network has tapped Seiniger Advertising to handle an image assignment, the client confirmed.

The Los Angeles-based independent won the business following a review. The other finalists, all independent, were Boone/Oakley in Charlotte, N.C.; Crossroads and Stun Creative, both in Los Angeles and New York; and Union in New York.

“Seiniger really had some fresh approaches ad we felt they had a very good sense of where we want to take the brand,” said Dena Kaplan, senior vice president of marketing for GSN. “We want to broaden the scope of the types of games we have in our programming portfolio and make it much more inclusive.”

Billings for the assignment have not been determined, Kaplan said. GSN spent $700,000 on ads in 2002 and nearly $1.5 million through September 2003, according to Nielsen Monitor-Plus.

Seiniger is charged with helping to rebrand the Game Show Network as it launches a new name and moves beyond traditional studio games. The network is currently testing a half-dozen names, including “GSN,” confirmed Kaplan. A campaign is expected to break in early March.

Seiniger has handled other projects for the Santa Monica, Calif.-based cable network, including the fall launch of the debating game Who Wants to Be Governor of California?, as well as National Lampoon’s Funny Money and Chuck Woolery: Naturally Stoned.